Metro-Goldwyn-Mayer, Inc. v. American Honda Motor Co.

900 F. Supp. 1287, 1995 U.S. Dist. LEXIS 19169, 1995 WL 584425
CourtDistrict Court, C.D. California
DecidedMarch 29, 1995
DocketCV 94-8732-KN (Mcx)
StatusPublished
Cited by30 cases

This text of 900 F. Supp. 1287 (Metro-Goldwyn-Mayer, Inc. v. American Honda Motor Co.) is published on Counsel Stack Legal Research, covering District Court, C.D. California primary law. Counsel Stack provides free access to over 12 million legal documents including statutes, case law, regulations, and constitutions.

Bluebook
Metro-Goldwyn-Mayer, Inc. v. American Honda Motor Co., 900 F. Supp. 1287, 1995 U.S. Dist. LEXIS 19169, 1995 WL 584425 (C.D. Cal. 1995).

Opinion

ORDER RE: (1) MOTION FOR PRELIMINARY INJUNCTION; (2) MOTION FOR SUMMARY JUDGMENT

KENYON, District Judge.

Based on the papers submitted and the brief arguments presented at the March 13, 1995 hearing, the Court GRANTS Plaintiffs’ motion for a preliminary injunction and DENIES Defendants’ motion for summary judgment for the reasons set forth below. 1 Plain *1291 tiffs are ORDERED to post a bond in the amount of $6,000,000 for this preliminary injunction to issue.

The Court ORDERS that Defendants, their agents, employees, representatives, and all others purporting to work, or working, on their behalf, be, and by this order are, enjoined from continuing to infringe on Plaintiffs’ copyrighted works by displaying or exhibiting in any manner, or causing to be displayed or exhibited in any manner, the Honda del Sol commercial which is the subject of this action, in any medium, including network or cable television or movie theaters.

I. Introduction

This case arises out of Plaintiffs Metro-Goldwyn-Mayer’s and Danjaq’s claim that Defendants American Honda Motor Co. and its advertising agency Rubin Postaer and Associates, violated Plaintiffs’ “copyrights to sixteen James Bond films and the exclusive intellectual property rights to the James Bond character and the James Bond films” through Defendants’ recent commercial for its Honda del Sol automobile. Plaintiffs’ Opening Memo re: Preliminary Injunction Motion, at 3.

Premiering last October 1994, Defendants’ “Escape” commercial features a young, well-dressed couple in a Honda del Sol being chased by a high-tech helicopter. A grotesque villain with metal-encased arms 2 jumps out of the helicopter onto the car’s roof, threatening harm. With a flirtatious turn to his companion, the male driver deftly releases the Honda’s detachable roof (which Defendants claim is the main feature allegedly highlighted by the commercial), sending the villain into space and effecting the couple’s speedy get-away.

Plaintiffs move to enjoin Defendants’ commercial pending a final trial on the merits, and Defendants move for summary judgment.

II. Factual Background

In 1992, Honda’s advertising agency Rubin Postaer came up with a new concept to sell the Honda del Sol convertible with its detachable rooftop. For what was to become the commercial at issue, Rubin Postaer vice-president Gary Yoshida claims that he was initially inspired by the climax scene in “Aliens,” wherein the alien is ejected from a spaceship still clinging onto the spacecraft’s door. From there, Yoshida and coworker Robert Coburn began working on the storyboards for the “Escape” commercial. As the concept evolved into the helicopter chase scene, it acquired various project names, one of which was “James Bob,” which Yoshida understood to be a play on words for James Bond. Yoshida Depo. at 45. In addition, David Spyra, Honda’s National Advertising Manager, testified the same way, gingerly agreeing that he understood “James Bob to be a pun on the name James Bond.” Spyra Depo. at 91.

While the commercial was initially approved by Honda in May 1992, it was put on hold because of financing difficulties. Actual production for the commercial did not begin until after July 8, 1994, when Honda reap-proved the concept. Defendants claim that, after the initial May 1992 approval, they abandoned the “James Bob” concept, whiting out “James” from the title on the commercial’s storyboards because of the implied reference to “James Bond.” However, Plaintiffs dispute this assertion, pointing to the fact that when casting began on the project in the summer of 1994, the casting director specifically sent requests to talent agencies for “James Bond”-type actors and actresses to star in what conceptually could be “the *1292 next James Bond film.” 3

With the assistance of the same special effects team that worked on Arnold Schwarzenegger’s “True Lies,” Defendants proceeded to create a sixty- and thirty-second version of the Honda del Sol commercial at issue: a fast-paced helicopter chase scene featuring a suave hero and an attractive heroine, as well as a menacing and grotesque villain.

The commercial first aired on October 24, 1994, but was apparently still not cleared for major network airing as late as December 21, 1994. Plaintiffs first viewed the film during the weekend of December 17 and 18, 1994; they demanded that Defendants pull the commercial off the air on December 22; Defendants refused on December 23; and Plaintiffs filed this action on December 30, 1994. After a brief telephone conference with this Court on January 4, 1995, the Court allowed Plaintiffs to conduct expedited discovery in this matter.

On January 15,1995, in an effort to accommodate Plaintiffs’ demands without purportedly conceding liability, Defendants changed their commercial by: (1) altering the protagonists’ accents from British to American; and (2) by changing the music to make it less like the horn-driven James Bond theme. This version of the commercial was shown during the Superbowl, allegedly the most widely viewed TV event of the year.

Plaintiffs filed the instant motion for preliminary injunction on January 23, 1995, and Defendants filed their summary judgment motion on February 21, 1995.

III. Legal Analysis

A. Plaintiffs’ Preliminary Injunction Motion

1. The Preliminary Injunction Standard

In the Ninth Circuit, “[a] preliminary injunction may be granted if the moving party shows either (1) a combination of probable success on the merits and the possibility of irreparable harm, or (2) the existence of serious questions going to the merits, the balance of hardships tipping sharply in its favor, and at least a fair chance of success on the merits.” Senate of State of California v. Mosbacher, 968 F.2d 974, 977 (9th Cir.1992). In essence, this test requires looking at two key elements in deciding whether an injunction should issue: the relative merits of the claim, and the relative harms to be suffered by the parties.

2. Merits Of Plaintiff’s Copyright Infringement Claim

The required showing of likelihood of success on the merits is examined in the context of injuries to the parties and the public, and is not reducible to a mathematical formula. See, e.g., Dataphase Systems, Inc. v. C L Systems, Inc., 640 F.2d 109, 113 (8th Cir.1981) (rejecting idea that “likelihood” requires moving party to show better than SO-SO chance of prevailing on merits).

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900 F. Supp. 1287, 1995 U.S. Dist. LEXIS 19169, 1995 WL 584425, Counsel Stack Legal Research, https://law.counselstack.com/opinion/metro-goldwyn-mayer-inc-v-american-honda-motor-co-cacd-1995.