Mannion v. Coors Brewing Co.

377 F. Supp. 2d 444, 75 U.S.P.Q. 2d (BNA) 1529, 2005 U.S. Dist. LEXIS 14686, 2005 WL 1705194
District Court, S.D. New York·Decided July 21, 2005·No. 04 Civ. 1187(LAK)·Published·Cited by 22 cases

Opinion

MEMORANDUM OPINION

KAPLAN, District Judge.

The parties dispute whether a photograph used in billboard advertisements for *447 Coors Light beer infringes the plaintiffs copyright in a photograph of a basketball star. The defendants almost certainly imitated the plaintiffs photograph. The major question is whether and to what extent what was copied is protected. The case requires the Court to consider the nature of copyright protection in photographs. The matter is before the Court on cross motions for summary judgment.

Facts

Jonathan Mannion is a freelance photographer who specializes in portraits of celebrity athletes and musicians in the rap and rhythm-and-blues worlds. 1 In 1999 he was hired by SLAM, a basketball magazine, to photograph basketball star Kevin Garnett in connection with an article that the magazine planned to publish about him. 2 The article, entitled “Above the Clouds,” appeared as the cover story of the December 1999 issue of the magazine. 3 It was accompanied by a number of Mann-ion’s photographs of Garnett, including the one at issue here (the “Garnett Photograph”), which was printed on a two-page spread introducing the article. 4

The Garnett Photograph, which is reproduced below, 5 is a three-quarter-length portrait of Garnett against a backdrop of clouds with some blue sky shining through. The view is up and across the right side of Garnett’s torso, so that he appears to be towering above earth. He wears a white T-shirt, white athletic pants, a black close-fitting cap, and a large amount of platinum, gold, and diamond jewelry (“bling bling” in the vernacular), including several necklaces, a Rolex watch and bracelet on his left wrist, bracelets on his right wrist, rings on one finger of each hand, and earrings. His head is cocked, his eyes are closed, and his heavily-veined hands, nearly all of which are visible, rest over his lower abdomen, with the thumbs hooked on the waistband of the trousers. The light is from the viewer’s left, so that Garnett’s right shoulder is the brightest area of the photograph and his hands cast slight shadows on his trousers. As reproduced in the magazine, the photograph cuts off much of Garnett’s left arm. 6

In early 2001, defendant Carol H. Williams Advertising (“CHWA”) began developing ideas for outdoor billboards that would advertise Coors Light beer to young black men in urban areas. 7 One of CHWA’s “comp boards” — a “comp board” is an image created by an advertising company to convey a proposed design 8 — used a manipulated version of the Garnett Photograph and superimposed on it the words “Iced Out” (“ice” being slang for diamonds 9 ) and a picture of a can of Coors Light beer (the “Iced Out Comp Board”). 10 *448 CHWA obtained authorization from Mann-ioris representative to use the Garnett Photograph for this purpose. 11

The Iced Out Comp Board, reproduced below, used a black-and-white, mirror image of the Garnett Photograph, but with the head cropped out on top and part of the fingers cropped out below. 12 CHWA forwarded its comp boards to, and solicited bids for the photograph for the Coors advertising from, various photographers including Mannion, who submitted a bid but did not receive the assignment. 13

Coors and CHWA selected for a Coors billboard a photograph (the “Coors Billboard”), reproduced below, that resembles the Iced Out Comp Board. 14 The Coors Billboard depicts, in black-and-white, the torso of a muscular black man, albeit a model other than Garnett, 15 shot against a cloudy backdrop. The pose is similar to that in the Garnett Photograph, and the view also is up and across the left side of the torso. The model in the billboard photograph also wears a white T-shirt and white athletic pants. The model’s jewelry is prominently depicted; it includes a necklace of platinum or gold and diamonds, a watch and two bracelets on the right wrist, and more bracelets on the left wrist. The light comes from the viewer’s right, so that the left shoulder is the brightest part of the photograph, and the right arm and hand cast slight shadows on the trousers. 16

Mannion subsequently noticed the Coors Billboard at two locations in the Los Ange-les area. 17 He applied for registration of his copyright of the Garnett Photograph in 2003 18 and brought this action for infringement in February of 2004. The registration was completed in May 2004. 19 The parties each move for summary judgment.

Discussion

A. Summary Judgment Standard

Summary judgnent is appropriate if there is no genuine issue of material fact and the moving party is entitled to judgment as a matter of law. 20 The moving party has the burden of demonstrating the absence of a genuine issue of material fact, 21 and the Court must view the facts in the light most favorable to the nonmoving party. 22 “Where cross-motions for summary judgment are filed, a court ‘must evaluate each party’s motion on its own merits, taking care in each instance to draw all reasonable inferences against the party whose motion is under consideration.’ ” 23

*449 B. The Elements of Copyright Infringement

“To prove infringement, a plaintiff with a valid copyright must demonstrate that: (1) the defendant has actually copied the plaintiffs work; and (2) the copying is illegal because a substantial similarity exists between the defendant’s work and the protectible elements of plaintiffs.” 24 “Actual copying”—which is used as a term of art to mean that “the defendant, in creating its work, used the plaintiffs material as a model, template, or even inspiration” 25

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Mannion v. Coors Brewing Co., 377 F. Supp. 2d 444, 75 U.S.P.Q. 2d (BNA) 1529, 2005 U.S. Dist. LEXIS 14686, 2005 WL 1705194 (S.D.N.Y. 2005).

377 F. Supp. 2d 444 (Mannion v. Coors Brewing Co.) — published by Counsel Stack Legal Research, free access to 12M+ legal documents.

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