Henley v. Duluth Motion to Dismiss
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Transcript of Henley v. Duluth Motion to Dismiss
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4849-1252-1760.1 DEFENDANT DULUTH HOLDINGS, INC.S NOTICE OF MOTION AND MOTION TO DISMISS THE FOURTH
AND FIFTH CAUSES OF ACTION
LEWIS BRISBOIS BISGAARD & SMITH LLP ATTORNEYS AT LAW
LEWIS BRISBOIS BISGAARD & SMITH LLP DANIEL C. DECARLO, SB# 160307 E-Mail: [email protected] THOMAS S. KIDD, SB# 61717 E-Mail: [email protected] DANIEL R. LEWIS, SB# 260106 E-Mail: [email protected] 221 North Figueroa Street, Suite 1200 Los Angeles, California 90012 Telephone: 213.250.1800 Facsimile: 213.250.7900 Attorneys for Defendant DULUTH HOLDINGS INC., d/b/a DULUTH TRADING COMPANY
UNITED STATES DISTRICT COURT
CENTRAL DISTRICT OF CALIFORNIA, WESTERN DIVISION
DON HENLEY,
Plaintiff,
vs. DULUTH HOLDINGS, INC., d/b/a DULUTH TRADING COMPANY, a Wisconsin corporation,
Defendant.
CASE NO. LACV14-7827 DSF (AGRx) Hon. Dale S. Fischer Courtroom 840 - Roybal DEFENDANT DULUTH HOLDINGS, INC.S NOTICE OF MOTION AND MOTION TO DISMISS THE FOURTH AND FIFTH CAUSES OF ACTION PURSUANT TO FRCP RULE 12(b)(6) [Filed concurrently with Request for Judicial Notice] Date: February 2, 2015 Time: 1:30 PM Crtrm.: 840 Trial Date: None Set
TO ALL PARTIES AND THEIR COUNSEL OF RECORD:
PLEASE TAKE NOTICE that on February 2, 2015, at 1:30 p.m. in
courtroom 840 of the above-entitled court located at 255 East Temple Street, Los
Angeles, California, Defendant Duluth Holdings, Inc. (Duluth or Defendant)
hereby moves this Court for an order dismissing Plaintiff Don Henleys (Henley
Case 2:14-cv-07827-DSF-AGR Document 21 Filed 12/04/14 Page 1 of 17 Page ID #:50
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4849-1252-1760.1 2DEFENDANT DULUTH HOLDINGS, INC.S NOTICE OF MOTION AND MOTION TO DISMISS THE FOURTH
AND FIFTH CAUSES OF ACTION
LEWIS BRISBOIS BISGAARD & SMITH LLP ATTORNEYS AT LAW
or Plaintiff) Fourth and Fifth Causes of Action for alleged violations of his
statutory and common law rights of publicity. The basis of the motion to dismiss is
that the Fourth and Fifth Causes of Action fail to state viable claims for relief under
Federal Rules of Civil Procedure Rule 12(b)(6). This motion follows the Local Rule
7-3 meeting of counsel which took place on November 25, 2014.
The allegations in the Complaint and specifically the allegations related to the
Fourth and Fifth Causes of Action relate to the accused advertisement which is
attached as Exhibit B to the Complaint and which is replicated at page 5, lines 17-
28 of the Complaint. As will be set forth in this motion, the facts alleged fail to
establish a viable cause of action because the alleged use of the Plaintiffs name is a
permitted transformative use and thus is protected by the First Amendment of the
United States Constitution.
This Motion is supported by this Notice, the Memorandum of Points and
Authorities submitted herewith, the records and files in this case, the Request for
Judicial Notice filed contemporaneously herewith, and any other evidence or
argument offered at the time of the hearing.
DATED: December 4, 2014 LEWIS BRISBOIS BISGAARD & SMITH LLP By: /s/ Daniel C. DeCarlo Daniel C. DeCarlo
Attorneys for Defendant DULUTH HOLDINGS INC., d/b/a DULUTH TRADING COMPANY
Case 2:14-cv-07827-DSF-AGR Document 21 Filed 12/04/14 Page 2 of 17 Page ID #:51
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4849-1252-1760.1 iDEFENDANT DULUTH HOLDINGS, INC.S NOTICE OF MOTION AND MOTION TO DISMISS THE FOURTH
AND FIFTH CAUSES OF ACTION
LEWIS BRISBOIS BISGAARD & SMITH LLP ATTORNEYS AT LAW
TABLE OF CONTENTS
Page
MEMORANDUM OF POINTS AND AUTHORITIES ............................................. 1I. INTRODUCTION ............................................................................................. 1II. LEGAL ANALYSIS ......................................................................................... 2
A. Applicable Standards For Motions To Dismiss Under Fed. R. Civ. P. 12(b)(6). ...................................................................................... 2
B. Motions To Dismiss Are Especially Appropriate in Cases Addressing First Amendment Concerns. ................................................ 2
C. The Fourth and Fifth Causes of Action for Alleged Violations of Mr. Henleys Rights of Publicity Are Not Viable Because the Accused Advertisement is Protected by the First Amendment. ............. 6
III. CONCLUSION ............................................................................................... 12
Case 2:14-cv-07827-DSF-AGR Document 21 Filed 12/04/14 Page 3 of 17 Page ID #:52
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4849-1252-1760.1 iiDEFENDANT DULUTH HOLDINGS, INC.S NOTICE OF MOTION AND MOTION TO DISMISS THE FOURTH
AND FIFTH CAUSES OF ACTION
LEWIS BRISBOIS BISGAARD & SMITH LLP ATTORNEYS AT LAW
TABLE OF AUTHORITIES
CASES Ashcroft v. Iqbal,
556 U.S. 662 (2009) ......................................................................................... 2
Bd. of Trustees of the State University of New York v. Fox, 492 U.S. 469 (1989) ......................................................................................... 8
Beliveau v. Caras, 873 F.Supp. 1393 (C.D. Cal. 1995) .................................................................. 2
Bell Atlantic Corp. v. Twombly, 550 U.S. 544 (2007) ......................................................................................... 2
Central Hudson Gas and Electric Corp. v. Pub. Serv. Commn of New York, 447 U.S. 557 (1980) ......................................................................................... 8
Cervantes v. City of San Diego, 5 F.3d 1273 (9th Cir. 1993) .............................................................................. 2
City of Cincinnati v. Discovery Network, Inc., 507 U.S. 410 (1993) ......................................................................................... 8
Comedy III Productions, Inc. v. Gary Saderup, Inc. 25 Cal. 4th 387(2001) ....................................................................................... 7
Conley v. Gibson, 355 U.S. 41 (1957) ........................................................................................... 2
Eastwood v. Superior Court 149 Cal.App.3d 409 (1983) .............................................................................. 6
Edgar Winter v. D.C. Comics, 30 Cal.4th 881 (2003) ..................................................................................... 10
Hilton v. Hallmark Cards, 599 F. 3d. 894 (9th Cir. 2010) ........................................................................ 12
Kirby v. Sega of America, Inc., 144 Cal. App. 4th 47 (Cal. App. 2d Dist. 2006) .......................................... 3, 8
Ricky Ross v. William Leonard Roberts, 222 Cal.App.4th 677 (2013) .............................................................................. 3
Virginia State Bd. of Pharmacy v. Virginia Citizens Consumer Council, Inc., 425 U.S. 748 (1976) ......................................................................................... 8
STATUTORY AUTHORITIES Cal. Civ. Code 3344 .................................................................................................. 6
Cal. Civ. Code 3344(a) ............................................................................................. 6
Case 2:14-cv-07827-DSF-AGR Document 21 Filed 12/04/14 Page 4 of 17 Page ID #:53
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4849-1252-1760.1 iiiDEFENDANT DULUTH HOLDINGS, INC.S NOTICE OF MOTION AND MOTION TO DISMISS THE FOURTH
AND FIFTH CAUSES OF ACTION
LEWIS BRISBOIS BISGAARD & SMITH LLP ATTORNEYS AT LAW
Cal. Civ. Code 3344(e) ............................................................................................. 6
RULES AND REGULATIONS Fed. R. Civ. P. Rule 12(b)(6) ....................................................................................... 2
Fed. R. Evid. 201 ....................................................................................................... 2
Local Rule7-3 .............................................................................................................. 2
Case 2:14-cv-07827-DSF-AGR Document 21 Filed 12/04/14 Page 5 of 17 Page ID #:54
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4849-1252-1760.1 1DEFENDANT DULUTH HOLDINGS, INC.S NOTICE OF MOTION AND MOTION TO DISMISS THE FOURTH
AND FIFTH CAUSES OF ACTION
LEWIS BRISBOIS BISGAARD & SMITH LLP ATTORNEYS AT LAW
MEMORANDUM OF POINTS AND AUTHORITIES
I. INTRODUCTION Plaintiff contends that Duluth has violated his rights of publicity by creating
an advertisement with a clever pun aimed at poking fun of the fact that Don
Henleys name is made up of a verb and a type of shirt. This is not a violation of
Mr. Henleys rights of publicity, but rather is an expression of free speech which
uses portions of Mr. Henleys name in a transformative nature invoking the
protection of the First Amendment of the United States Constitution.
First, it should be noted that while the Plaintiffs name is Don Henley, his
middle initial is not A but is rather H for Hugh. (See Request for Judicial
Notice No. 1) As such, DON A HENLEY as used in the accused advertisement is
therefore not a literal depiction of Plaintiffs name. Obviously, if the advertisement
used Mr. Henleys literal name (DON H HENLEY or DON HUGH HENLEY) the
advertisement would not only have lost its humor, but it would have made no sense.
Second, the advertisement is obviously a joke (something we presume not
even Mr. Henley disputes) which is why A is used in lieu of Mr. Henleys actual
middle initial. The use of A, coupled with the reference to the Eagles hit Take It
Easy, solidifies the paradoxical and humorous nature of the advertisement. In this
regard, encouraging recipients of the accused advertisement to DON A HENLEY
and further to Take it easy is akin to saying, relax and wear an ultra comfortable
and casual henley shirt and it will only cost you $19.50!
Putting aside the fact that plaintiffs literal name is not being used, it is self
evident that the use that was made of Mr. Henleys name was a joke intended to
highlight the coincidence that Mr. Henley shares his last name with a ubiquitous
casual shirt and that his first name means to wear. Unfortunately for Duluth, Mr.
Henley does not appreciate the humor and instead contends that the accused
advertisement violates both his common law and statutory rights of publicity.
Fortunately for Duluth, the law protects its right to engage in this very type of
Case 2:14-cv-07827-DSF-AGR Document 21 Filed 12/04/14 Page 6 of 17 Page ID #:55
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4849-1252-1760.1 2DEFENDANT DULUTH HOLDINGS, INC.S NOTICE OF MOTION AND MOTION TO DISMISS THE FOURTH
AND FIFTH CAUSES OF ACTION
LEWIS BRISBOIS BISGAARD & SMITH LLP ATTORNEYS AT LAW
speech notwithstanding the fact that a well known recording artist is the subject of
that humor.
II. LEGAL ANALYSIS A. Applicable Standards For Motions To Dismiss Under Fed. R. Civ.
P. 12(b)(6).
A motion to dismiss tests the legal sufficiency of the claim stated in the
complaint. Fed. R. Civ. P. 12(b)(6); Conley v. Gibson, 355 U.S. 41, 45-56 (1957).
To survive a motion to dismiss under Fed. R. Civ. P. 12(b)(6) a complaint must
contain sufficient factual matter, accepted as true, to state a claim to relief that is
plausible on its face. Ashcroft v. Iqbal, 556 U.S. 662 (2009). Although a
complaint need not include detailed factual allegations, the Plaintiff must plead
more than labels and conclusions or a formulaic recitation of the elements of a
cause of action. Bell Atlantic Corp. v. Twombly, 550 U.S. 544, 570 (2007). The
Court need not accept as true conclusory allegations or legal characterizations. Nor
need it accept unreasonable inferences or unwarranted deductions of fact. Beliveau
v. Caras, 873 F.Supp. 1393, 1395-1396 (C.D. Cal. 1995). In addition to the facts
pled, a court may rely on facts which can be judicially noticed pursuant to Federal
Rules of Evidence 201. Id. As such, dismissal under Fed. R. Civ. P. 12(b)(6) for
the failure to state a claim is proper where it is clear that no relief can be granted
under any set of facts that could be proven consistent with the allegations. Cervantes
v. City of San Diego, 5 F.3d 1273, 1274 (9th Cir. 1993).
B. Motions To Dismiss Are Especially Appropriate in Cases Addressing First Amendment Concerns.
California courts have expressed a preference for having First Amendment
defenses resolved quickly. Several points lead us to conclude that deciding the
effect of defendants First Amendment argument here is appropriate. First, such an
issue can often be resolved as a matter of law and is usually appropriate for
summary judgment, or occasionally even demurrer. Ricky Ross v. William Leonard
Case 2:14-cv-07827-DSF-AGR Document 21 Filed 12/04/14 Page 7 of 17 Page ID #:56
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4849-1252-1760.1 3DEFENDANT DULUTH HOLDINGS, INC.S NOTICE OF MOTION AND MOTION TO DISMISS THE FOURTH
AND FIFTH CAUSES OF ACTION
LEWIS BRISBOIS BISGAARD & SMITH LLP ATTORNEYS AT LAW
Roberts, (2013) 222 Cal.App.4th 677, 684. In cases involving free speech, a speedy
resolution is desirable because protracted litigation may chill the exercise of First
Amendment rights. Kirby v. Sega, (2006) 144 Cal.App.4th 47, 54.
Based on these standards, Defendant requests that the Court dismiss the
Fourth and Fifth Causes of Action because the accused advertisement and in
particular, the alleged wrongful use of a Plaintiffs name in the accused
advertisement is, as a matter of law, protected by the First Amendment as the use is
transformative. The applicable facts as articulated in the Complaint and Defendants
Request for Judicial Notice are as follows:
1. The Eagles are one of the United States most successful bands,
and Don Henley is one of the bands most well-known members.
In addition to being a member of the Eagles, Mr. Henley has
achieved fame as a solo performer and is a public advocate for
artists rights. His name is instantly recognizable by a large
portion of the United States population. (Complaint 1)
2. Duluth Trading Company is a highly successful clothing retailer
located in Wisconsin that markets and sells apparel throughout
the United States. Duluth is a sophisticated marketer that
advertises its products on National and local television stations,
by e-mail and through targeted Internet advertising. (Complaint
2)
3. Duluth Trading Company never sought to obtain a license to
use Mr. Henleys name . . . and Mr. Henley did not grant the
company a license. (Complaint 4)
4. Mr. Henley is a professional musician and a founding member,
drummer and singer of the Eagles, which is one of the most
successful American musical groups. Every album that the
Eagles has released since 1972 has been certified platinum, three
Case 2:14-cv-07827-DSF-AGR Document 21 Filed 12/04/14 Page 8 of 17 Page ID #:57
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4849-1252-1760.1 4DEFENDANT DULUTH HOLDINGS, INC.S NOTICE OF MOTION AND MOTION TO DISMISS THE FOURTH
AND FIFTH CAUSES OF ACTION
LEWIS BRISBOIS BISGAARD & SMITH LLP ATTORNEYS AT LAW
albums have sold in excess of 10 million copies each, and the
Eagles Their Greatest Hits 1971 1975 album is the best-
selling album of all time in the United States with sales in excess
of 29 million units. The bands first hit single Take it Easy
was the lead track on the Eagles self-titled debut album and on
the bands best-selling greatest hits album. (Complaint 12)
5. As a member of the Eagles, Mr. Henley wrote or performed on
a long list of hits, including Take It Easy, Witchy Woman,
Desperado, and Hotel California. In the 1980s, he launched
a successful solo career independent of the Eagles, during which
time he wrote and performed a number of hits . . . during this
time, Mr. Henley performed concerts around the world . . .
(Complaint 13)
6. Given the timeless nature of the many hits by the Eagles and
Mr. Henley, their appeal continues to endure. In fact, they
remain a part of todays pop culture and their performances
routinely draw large audiences of loyal fans. As a result of Mr.
Henleys undisputed success as both a member of the Eagles and
as a solo artist, he enjoys instant name recognition. (Complaint
14)
7. Defendants alleged unlawful usage of plaintiffs name is set
forth in an advertisement which is duplicated below and which
was e-mailed to defendants nationwide customer base.
(Complaint 16; Exhibit B to the Complaint)
Case 2:14-cv-07827-DSF-AGR Document 21 Filed 12/04/14 Page 9 of 17 Page ID #:58
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4849-1252-1760.1 5DEFENDANT DULUTH HOLDINGS, INC.S NOTICE OF MOTION AND MOTION TO DISMISS THE FOURTH
AND FIFTH CAUSES OF ACTION
LEWIS BRISBOIS BISGAARD & SMITH LLP ATTORNEYS AT LAW
8. The accused advertisement encourages the recipient of the
advertisement to DON A HENLEY and Take it easy.
(Complaint Exhibit B)
9. The Plaintiffs middle initial is H for Hugh, not A. (Request
for Judicial Notice item No. 1)
10. A henley is a casual top with a scoop neck and a short row of
buttons in the center of the neckline. The shirts depicted in the
accused advertisement are henley shirts. (See Request for
Judicial Notice Nos. 2 and 3 and Complaint Ex. B)
Case 2:14-cv-07827-DSF-AGR Document 21 Filed 12/04/14 Page 10 of 17 Page ID #:59
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4849-1252-1760.1 6DEFENDANT DULUTH HOLDINGS, INC.S NOTICE OF MOTION AND MOTION TO DISMISS THE FOURTH
AND FIFTH CAUSES OF ACTION
LEWIS BRISBOIS BISGAARD & SMITH LLP ATTORNEYS AT LAW
C. The Fourth and Fifth Causes of Action for Alleged Violations of Mr. Henleys Rights of Publicity Are Not Viable Because the
Accused Advertisement is Protected by the First Amendment.
A common law cause of action for appropriation of name or likeness may be
pleaded by alleging, (1) the defendant's use of the plaintiff's identity; (2) the
appropriation of plaintiff's name or likeness to defendant's advantage, commercially
or otherwise; (3) the lack of consent; and (4) resulting injury." Eastwood v. Superior
Court (1983) 149 Cal.App.3d. 409, 417. The statutory right of publicity is
somewhat narrower as it requires a knowing use and it states in relevant part: Any person who knowingly uses anothers name, voice, signature, photograph or likeness, in any manner or in products, merchandise, or goods, or for purposes of advertising or selling, or soliciting purchases of, products, merchandise, goods or services, without such persons prior consent . . . shall be liable for any damages sustained by the person or persons injured as a result thereof. California Civil Code section 3344.1
California Civil Code section 3344(a).
In 2001, the California Supreme Court authored a landmark decision which
examined the tension between the rights of free expression protected by the First
Amendment of the United States Constitution with the property rights of celebrities
and others to protect and profit from their rights of publicity. Comedy III
Productions, Inc. v. Gary Saderup, Inc. (2001) 25 Cal.4th 387. These publicity
property rights, the Supreme Court noted, have the potential to frustrate one of the
purposes of the First Amendment. Id. at 397. Because celebrities take on public
1 Not all knowing commercial uses of anothers name, even if that use is not protected by the First Amendment, are actionable under the statute. Specifically, the statute also provides: the use of a namein a commercial medium shall not constitute a use for which consent is required under subdivision (a) solely because the material containing such use is commercially sponsored or contains paid advertising. Rather it shall be a question of fact whether or not the use of the persons name, voice, signature, photograph, or likeness was so directly connected with the commercial sponsorship or with the paid advertising as to constitute a use for which consent is required under subdivision (a). (California Civil Code section 3344(e))
Case 2:14-cv-07827-DSF-AGR Document 21 Filed 12/04/14 Page 11 of 17 Page ID #:60
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4849-1252-1760.1 7DEFENDANT DULUTH HOLDINGS, INC.S NOTICE OF MOTION AND MOTION TO DISMISS THE FOURTH
AND FIFTH CAUSES OF ACTION
LEWIS BRISBOIS BISGAARD & SMITH LLP ATTORNEYS AT LAW
meaning, the appropriation of their likeness may have important uses in uninhibited
debates on public issues, particularly debates about culture and values. And because
celebrities take on personal meanings to many individuals in the society, the creative
appropriation of celebrity images can be an important avenue of individual
expression. Id.
The accused advertisement pokes fun, (arguably at Mr. Henleys expense) by
amusingly encouraging Duluths customer base to buy a henley shirt and relax.2
While Duluth, of course, (and we believe Duluths customers as well) appreciates
the humor employed by the accused advertisement, it is not necessary to evaluate
qualitatively the artistic or humorous value in the accused advertisement. In other
words, it doesnt matter if the accused advertisement is funny or not as the First
Amendment protects even inartful efforts at free speech including, we would
suggest, unfunny attempts at humor. Moreover, the United States Supreme Court
has made it clear that a work of art is protected by the First Amendment even if it
conveys no discernable message... Id. at 399. The California Supreme Court
settled on the transformative use test to assess when the First Amendment
trumped an individuals right of publicity.3
This inquiry into whether a work is transformative appears to us to be 2 The accused advertisement was e-mailed to Duluths nationwide customer base. (Complaint 16 lines 12 through 15). A review of Duluths catalogs and website will quickly reveal that this type of humorous advertisement is a hallmark of Duluths style. 3 During the meet and confer, Plaintiff counsel suggested that the first amendment may not be a valid defense in rights of publicity cases when the alleged violation is contained in an advertisement. In fact, commercial speech is indeed entitled to first amendment protection. Even pure commercial speech is entitled to significant First Amendment protection. Kirby v. Sega of America, Inc., 144 Cal. App. 4th 47 (Cal. App. 2d Dist. 2006) citing City of Cincinnati v. Discovery Network, Inc., 507 U.S. 410, 423 (1993); Bd. of Trustees of the State University of New York v. Fox, 492 U.S. 469, 473-74 (1989); Central Hudson Gas and Electric Corp. v. Pub. Serv. Comm'n of New York, 447 U.S. 557 (1980); Virginia State Bd. of Pharmacy v. Virginia Citizens Consumer Council, Inc., 425 U.S. 748 (1976).
Case 2:14-cv-07827-DSF-AGR Document 21 Filed 12/04/14 Page 12 of 17 Page ID #:61
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4849-1252-1760.1 8DEFENDANT DULUTH HOLDINGS, INC.S NOTICE OF MOTION AND MOTION TO DISMISS THE FOURTH
AND FIFTH CAUSES OF ACTION
LEWIS BRISBOIS BISGAARD & SMITH LLP ATTORNEYS AT LAW
necessarily at the heart of any judicial attempt to square the right of publicity with
the First Amendment. Id. at 404. The California Supreme Court then went on to
explain that there must be something more than a literal use of an individuals right
of publicity to qualify as a transformative use protected by the First Amendment.
When artistic expression takes the form of a literal depiction or imitation of a
celebrity for commercial gain, directly trespassing on the right of publicity without
adding significant expression beyond that trespass, the state law interest in
protecting the fruits of artistic labor outweighs the expressive interests of the
imitative artist. Id., at 405. In summing up this concept, the California Supreme
Court stated: On the other hand, when a work contains significant transformative elements, it is not only especially worthy of First Amendment protection, but it is also less likely to interfere with the economic interests protected by the right of publicity. As has been observed, works of parody or other distortions of the celebrity figure are not, from the celebrity fans viewpoint, good substitutes for conventional depictions of the celebrity and therefore do not generally threaten markets for celebrity memorabilia that the right of publicity is designed to protect. Accordingly, First Amendment protection of such works outweighs whatever interest the State may have in enforcing the right of publicity. (internal citations omitted) Id.
The California Supreme Court also cautioned against an overly rigid
formulaic approach noting that the transformative elements or creative
contributions that require First Amendment protection are not confined to parody
and can take many forms, from factual reporting to fictionalized portrayal to subtle
social criticism. (internal citations omitted) Id. at 406. The court then summed up
the transformative use analysis as follows: In sum, when an artist is faced with a right of publicity challenge to his or her work, he or she may raise as affirmative defense that the work is protected by the First Amendment inasmuch as it contains significant transformative elements or that the value of the work does not derive primarily from the celebritys fame. Id. at 407.
In his treatise on the rights of privacy and publicity, Professor J. Thomas
McCarthy identified five factors that Comedy III articulated relative to the
transformative use test. Professor McCarthy identified these factors as the
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4849-1252-1760.1 9DEFENDANT DULUTH HOLDINGS, INC.S NOTICE OF MOTION AND MOTION TO DISMISS THE FOURTH
AND FIFTH CAUSES OF ACTION
LEWIS BRISBOIS BISGAARD & SMITH LLP ATTORNEYS AT LAW
following:
1. If the celebrity likeness is one of the raw materials from which an
original work is synthesized, it is more likely to be transformative than if the
depiction or imitation of the celebrity is the very sum and substance of the work in
question;
2. Second, the work is protected if it is primarily the defendants own
expression as long as that expression is something other than the likeness of the
celebrity. Professor McCarthy notes that this factor required an examination of
whether a likely purchasers primary motivation is to buy a reproduction of the
celebrity, or to buy the expressive work of that artist;
3. Avoid making judgments concerning the quality of the artistic
contribution. The court should conduct an inquiry more quantitative than qualitative
and ask whether the literal and imitative or the creative elements predominate in the
work;
4. In close cases a subsidiary inquiry should be employed, namely,
whether the marketability and economic value of the challenged work derive
primarily from the fame of the celebrity depicted;
5. Finally, the California Supreme Court indicated that when an artists
skill and talent is manifestly subordinated to the overall goal of creating a
conventional portrait of a celebrity so as to commercially exploit his or her fame
the work is not transformative.
(J. Thomas McCarthy, The Rights of Publicity and Privacy, Section 8:72, 2nd
Edition 2012).
While obviously not all the factors outlined above apply to this case
(principally because the challenged work here uses a name as opposed to an image)
applying the overall test and the factors that do apply, we would suggest, illustrates
that the challenged work here -the accused advertisement- is transformative. Of
significance, the artistic elements outweigh the literal elements. The accused
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4849-1252-1760.1 10DEFENDANT DULUTH HOLDINGS, INC.S NOTICE OF MOTION AND MOTION TO DISMISS THE FOURTH
AND FIFTH CAUSES OF ACTION
LEWIS BRISBOIS BISGAARD & SMITH LLP ATTORNEYS AT LAW
advertisement can not fairly be viewed as an endorsement as the accused
advertisements value comes not from the use of Mr. Henley name qua his name
(e.g. the use of A in lieu of his actual initial H is definitive on that point) but
rather from the humor that is built around his name.
Consistent with the above, in a subsequent case the California Supreme Court
expanded further on the transformative use test by explaining that, if the
marketability and economic value of the challenged work do not derive primarily
from the celebritys fame, there would generally be no actionable right of publicity.
When the value of the work comes principally from some source other than the
fame of the celebrity from the creativity, skill and reputation of the artist- it
may be presumed that sufficient transformative elements are present to
warrant First Amendment protection. Edgar Winter v. D.C. Comics (2003) 30
Cal.4th 881, 889 quoting from Comedy III at 407. (Emphasis added). Can it really
be reasonably argued that the value in the accused advertisement derives from Mr.
Henleys fame (whatever that may be) as opposed to the creativity and skill of the
author of the accused advertisement?
The accused advertisement does not leverage Mr. Henleys celebrity or
endorsement to sell merchandise. To the contrary, what is exploited is the humor in
the incongruity inherent in the fact that Mr. Henley shares his last name with a
ubiquitous casual shirt that is so ordinary it sells for $19.50. Indeed, a henley shirt
is as unremarkable as Mr. Henley is remarkable. (Complaint 12, 13, 14). After all,
Mr. Henley is a well-known American musician who has been a part of some of the
best selling music of all time in the United States. (Complaint 12, 13, 14.) Not
many Americans can say the same about themselves. But just about everyone
probably has a henley shirt somewhere in their home right now.
Further, that Mr. Henleys first name means to wear and that Duluth created
an advertisement that incorporates that amusing fact in a way that plays off of Mr.
Henleys name is exactly the type of creative element that supports the
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4849-1252-1760.1 11DEFENDANT DULUTH HOLDINGS, INC.S NOTICE OF MOTION AND MOTION TO DISMISS THE FOURTH
AND FIFTH CAUSES OF ACTION
LEWIS BRISBOIS BISGAARD & SMITH LLP ATTORNEYS AT LAW
transformative use test.4 Duluth sells clothing, including henley shirts. Duluth then
identified that this clever juxtaposition could be made in a humorous manner to
impart upon the viewer of the advertisement, not that Mr. Henley was somehow
endorsing a $19.50 shirt, but rather that Duluth is a funny company and is selling a
$19.50 shirt. There is no literal depiction of Mr. Henley either via image or even
name as Duluth specifically does not use his actual middle initial H because to do
so would completely undermine the humor and indeed the very point of the accused
advertisement. Duluth combined the synonymous and mixed nature of Mr.
Henleys name into an amusing advertisement that constitutes a protected
transformative use.
In the final analysis, it must be kept at the forefront that the right of publicity
is not absolute and that it is essentially an economic right. What the right of
publicity holder possesses is not a right of censorship, but a right to prevent others
from misappropriating the economic value generated by the celebritys fame
through the merchandising of the name, voice, signature, photograph or likeness of
the celebrity. Winter, supra at 890. Duluth is not merchandising Mr. Henleys
name -quite the contrary- it is making a joke and Duluths right to make a joke at
Mr. Henleys expense (whether that joke is funny or not) must be protected under
the First Amendment. While it is ultimately a question of fact whether the accused
advertisement trespasses on Mr. Henleys rights of publicity5, we suggest that all of
the facts necessary for the court to conclude the issue in Duluths favor are before
the court now. We submit that there is no means to interpret the accused
advertisement as interfering with the type of economic interest protected by right of 4 Would Neal Diamond have a basis to complain if a jewelry company invoked his name in a humorous advertisement that encouraged diamond shoppers to remember to kneel when proposing? Would Donna Summer have cause to complain if a clothier invoked her name in an advertisement somehow pitching summer dresses (don a summer dress this year)? 5 Hilton v. Hallmark Cards, 599 F. 3d. 894, 910 (9th Cir. 2010).
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4849-1252-1760.1 12DEFENDANT DULUTH HOLDINGS, INC.S NOTICE OF MOTION AND MOTION TO DISMISS THE FOURTH
AND FIFTH CAUSES OF ACTION
LEWIS BRISBOIS BISGAARD & SMITH LLP ATTORNEYS AT LAW
publicity, whether under the common law or the statutory right. The accused
advertisement is not an endorsement by Don H. Henley, but rather it is an
advertisement that is infused with Duluths own humorous and artistic expression of
the incongruent notion that a well known American musician shares his last name
with a casual shirt.
III. CONCLUSION For the above referenced reasons, Duluth respectfully requests that the court
dismiss without leave to amend, Plaintiffs fourth and fifth causes of action.
DATED: December 4, 2014 LEWIS BRISBOIS BISGAARD & SMITH LLP By: /s/ Daniel C. DeCarlo Daniel C. DeCarlo
Attorneys for Defendant DULUTH HOLDINGS INC., d/b/a DULUTH TRADING COMPANY
Case 2:14-cv-07827-DSF-AGR Document 21 Filed 12/04/14 Page 17 of 17 Page ID #:66