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KNB ENTERPRISES, Plaintiff and Appellant,
v.
GREG W. MATTHEWS, Defendant and Respondent.
No. B127931
In the Court of Appeal of the State of California
Second Appellate District
Division One
(Super. Ct. No. BC 174299)
APPEAL from a judgment of the Superior Court of Los Angeles County.
S. James Otero, Judge.
Reversed.
COUNSEL
Jonathan P. Milberg and David L. Amkraut for Plaintiff and
Appellant.
Lauren Ross for Defendant and Respondent.
Filed February 17, 2000
In Fleet v. CBS, Inc. (1996) 50 Cal.App.4th 1911,
the appellate court held that unpaid film actors' claims for misappropriation
of name, photograph, or likeness under section 3344 of the Civil
Code[FOOTNOTE 1] were preempted by federal copyright law, where
the only misappropriation alleged was the film' s authorized distribution
by the exclusive distributor, CBS. Here, we must decide whether
photography models' misappropriation claims under section 3344
are preempted by federal copyright law, where the alleged exploitation
was the unauthorized display, for profit, of the models'
erotic photographs on defendant' s internet website featuring
sexually explicit photographs.
Plaintiff KNB Enterprises owns the copyright to the photographs
at issue in this case. Plaintiff concedes that any copyright infringement
claim rests within the exclusive jurisdiction of the federal courts.
(17 U.S.C. § 301; Young v. J. M. Hickerson, Inc. (1957)
9 Misc.2d 932 [170 N.Y.S.2d 168] [professional photographer' s
suit for common law appropriation based on the unauthorized use
of her copyrighted work was held to be preempted by federal copyright
law].) Rather than pursue a federal copyright infringement action,
however, plaintiff seeks section 3344 damages for the commercial
appropriation of the models' photographs caused by their unauthorized
commercial display on defendant Greg W. Matthew' s website, Justpics.
The models' section 3344 rights that plaintiff asserts in this
action were obtained by contractual assignment.[FOOTNOTE 2]
We conclude that because a human likeness is not copyrightable,
even if captured in a copyrighted photograph, the models' section
3344 claims against the unauthorized publisher of their photographs
are not the equivalent of a copyright infringement claim and are
not preempted by federal copyright law. Accordingly, we reverse
the summary judgment for defendant and remand for further proceedings.
BACKGROUND
For purposes of their cross-motions for summary judgment
only, the parties stipulated to the following facts.
There are 417 erotic photographs at issue. The photographs
depict 452 models, all of whom have assigned their section 3344
rights to plaintiff.[FOOTNOTE 3] Plaintiff owns the copyright
to all the photographs.
Plaintiff displays erotic photographs on its own website.
To promote its website, plaintiff intermittently posts its copyrighted
photographs to certain Usenet newsgroups.[FOOTNOTE 4] By posting
its photographs on the Usenet, plaintiff is not placing them in
the public domain or permitting their unauthorized commercial
use, display, or publication.
Defendant uses a software program to identify and copy sexually
explicit photographs posted on the Usenet. Using this software,
defendant, over a period of time, copied and displayed the models'
photographs, without plaintiff' s permission, on defendant' s
commercial website, Justpics. Justpics is not a newsgroup or bulletin
board system. Justpics charges its customers a monthly membership
fee to view the erotic photographs retrieved by Justpics from
the Usenet. The models' photographs were displayed on Justpics
in their original state, but without plaintiff' s accompanying
text, captions, and headers.
Defendant concedes that Justpics' unauthorized display of
the models' photographs is not protected by any privilege afforded
to news reporting or commentary on matters of public interest.
None of the models depicted in the photographs is a known celebrity.
Similarly, none of the photographers is recognized "as a
master of the genre."
Plaintiff concedes that defendant did not use the models'
photographs in a manner that implied the existence of a commercial
endorsement of defendant' s actions: "Neither the models,
photographers, nor (Plaintiff) KNB Enterprises has been used by
defendants as a ' spokesman' or presented as endorsing the actions
of defendants in any way."
DISCUSSION
The right to prevent others from appropriating one' s photograph
for commercial gain has evolved from the common law right of privacy.
The "four distinct torts identified by Dean Prosser and grouped
under the privacy rubric are: (1) intrusion upon the plaintiff'
s seclusion or solitude, or into his private affairs; (2) public
disclosure of embarrassing private facts about the plaintiff;
(3) publicity which places the plaintiff in a false light in the
public eye; and (4) appropriation, for the defendant' s advantage,
of the plaintiff' s name or likeness. [Citations.]" (Eastwood
v. Superior Court (1983) 149 Cal.App.3d 409, 416, fn. omitted.)
This action concerns the fourth category, appropriation for the
defendant' s advantage of the models' photographs, which is also
referred to as the right of publicity. (Wendt v. Host Intern.,
Inc. (9th Cir. 1997) 125 F.3d 806, 811.)
The right of publicity has come to be recognized as distinct
from the right of privacy. In the commercial arena, celebrity
endorsements are often considered a valuable marketing tool. What
may have originated as a concern for the right to be left alone
has become a tool to control the commercial use and, thus, protect
the economic value of one' s name, voice, signature, photograph,
or likeness. In 1971, California enacted section 3344, a commercial
appropriation statute which complements the common law tort of
appropriation. Section 3344, subdivision (a) provides in relevant
part: "Any person who knowingly uses another' s name, voice,
signature, photograph, or likeness, in any manner, on or in products,
merchandise, or goods, or for purposes of advertising or selling,
or soliciting purchases of, products, merchandise, goods or services,
without such person' s prior consent . . . shall be liable for
any damages sustained by the person or persons injured as a result
thereof. In addition, in any action brought under this section,
the person who violated the section shall be liable to the injured
party or parties in an amount equal to the greater of seven hundred
fifty dollars ($750) or the actual damages suffered by him or
her as a result of the unauthorized use, and any profits from
the unauthorized use that are attributable to the use and are
not taken into account in computing the actual damages. . . ."
[FOOTNOTE 5]
Although the unauthorized appropriation of an obscure plaintiff'
s name, voice, signature, photograph, or likeness would not inflict
as great an economic injury as would be suffered by a celebrity
plaintiff, California' s appropriation statute is not limited
to celebrity plaintiffs. Section 3344 provides for minimum damages
of $750, even if no actual damages are proven. In discussing a
similar Nevada statute, the Nevada Supreme Court noted that the
legislative purpose for providing a minimum recovery for non-celebrities
is "to discourage such appropriation." (Hetter v.
District Court (1994) 110 Nev. 513, 519 [874 P.2d 762, 765].)[FOOTNOTE
6]
In this case, none of the models is a celebrity. Their anonymity,
however, is allegedly a valuable asset in the marketing of erotic
photographs. Plaintiff alleged in the complaint: ". . . Although
it is hard to measure how much the defendants profited by their
acts, they profited in three ways. First, they got sales. The
additional photos encouraged consumers to buy access to their
sites - i.e., memberships - and also helped the defendants retain
existing members. The photos were especially valuable because
many of the models were new to modeling, and ' new faces' are
prized in the adult field and difficult to find. [¶ ] . .
. Second, the defendants saved money. Their copying - rather than
creation or purchase - of photos, saved the costs of scouting
for and casting models, photographer fees, model fees, film and
processing, studios, photo scanning and digitizing, and other
direct and incidental expenses. [¶ ] . . . Third, the defendants
saved time - by substituting a few moments of copying for what
could have been days or weeks of work in hiring photographers,
casting models, processing and scanning photos, and other activities."
The issue we face is whether the non-celebrity models' section
3344 claims, which plaintiff asserts by right of assignment, are
preempted by federal copyright law. "California law concerning
right to publicity, as any state statute or law, is subject to
preemption under the supremacy clause of the United States Constitution
if it ' actually conflicts with a valid federal statute' or '
" ' stands as an obstacle to the accomplishment and execution
of the full purposes and objectives of Congress.' " ' (Edgar
v. MITE Corp. (1982) 457 U.S. 624, 631 . . . .) In addition,
' when acting within constitutional limits, Congress is empowered
to pre-empt state law by so stating in express terms. [Citation.]'
(California Federal S. & L. Assn. v. Guerra (1987)
479 U.S. 272, 280 . . . .) 17 United States Code section 301,
part of the 1976 Copyright Act . . . expressly prohibits states
from legislating in the area of copyright law. It provides: '
On and after January 1, 1978, all legal or equitable rights that
are the equivalent to any of the exclusive rights within the general
scope of copyright as specified by section 106 in works of authorship
that are fixed in a tangible medium of expression and come within
the subject matter of copyright as specified by sections 102 and
103, whether created before or after that date and whether published
or unpublished, are governed exclusively by this title. Thereafter,
no person is entitled to any such right or equivalent right in
any such work under the common law or statutes of any State.'
[¶ ] Thus, for preemption to occur under the Act, two conditions
must be met: first, the subject of the claim must be a work fixed
in a tangible medium of expression and come within the subject
matter or scope of copyright protection as described in sections
102 and 103 of 17 United States Code, and second, the right asserted
under state law must be equivalent to the exclusive rights contained
in section 106. [Citations.]" [FOOTNOTE 7] (Fleet v. CBS,
Inc., supra, 50 Cal.App.4th at pp. 1918-1919.)
There can be no dispute that photographs are copyrightable.
According to the Nimmer treatise on copyright law: "Photographs
clearly fall within the Section 102(a)(5) classification of '
pictorial, graphic and sculptural works.' The Copyright Act does
not contain a definition of a photograph, but subject to the fixation
requirement, it would appear to include any product of the photographic
process, whether in print or negative form, including filmstrips,
slide films and individual slides. . . . [¶ ] It is, of course,
fundamental that copyright in a work protects against unauthorized
copying, not only in the original medium in which the work was
produced, but also in any other medium as well. Thus, copyright
in a photograph will preclude unauthorized copying by drawing
or in any other form, as well as by photographic reproduction."
(1 Nimmer on Copyright (1999) § 2.08 [E], pp. 2-128 - 2-129,
fns. omitted.)
It is also undisputed that the unauthorized commercial display
of the copyrighted photographs on defendant' s website constituted
an infringement of plaintiff' s exclusive 17 United States Code
section 106 rights. The question that remains, however, is whether
plaintiff' s statutory appropriation claim based on the violation
of the models' section 3344 rights is the equivalent of a copyright
infringement claim.[FOOTNOTE 8]
The facts of this case do not quite fit those of other similar
cases. We will briefly discuss some of the most relevant cases
to assist our analysis.
In Hoffman v. Capital Cities/ABC, Inc. (C.D. Cal.
1999) 33 F.Supp.2d 867, actor Dustin Hoffman sued the publisher
of Los Angeles Magazine for publishing his digitally altered
still photograph copied without permission from the motion picture
film "Tootsie." The original photograph had depicted
Hoffman, "in character, wearing a long red dress and standing
in front of an American flag with the printed material, ' What
do you get when you cross a hopelessly straight starving actor
with a dynamite red sequined dress?' and ' You get America' s
hottest new actress." (Id. at p. 870.) The photograph
published in the magazine was digitally altered to combine "Mr.
Hoffman' s face and head and the American flag from the original
still photograph, and a new photograph of a male model' s body
clothed in the [butter-colored] silk gown designed by Richard
Tyler and high-heel shoes designed by Ralph Lauren." (Ibid.)
The magazine article accompanying Hoffman' s altered photograph
promoted the fashion designs of Richard Tyler and Ralph Lauren.
The magazine publisher failed to "obtain Mr. Hoffman' s consent
to commercially endorse or ' shill' for any fashion designer or
advertiser or the magazine." (Hoffman v. Capital Cities/ABC,
Inc., supra, 33 F.Supp.2d at p. 871.) In addition, the publisher
did not seek or obtain the permission of the copyright holder,
Columbia Pictures, to use Hoffman' s photograph in the magazine.
(Ibid.)
In discussing the publisher' s federal copyright preemption
defense, the Hoffman court found that neither of the two
required conditions had been met: "Defendant, Los Angeles
Magazine, Inc.' s copyright preemption defense is unavailing.
What Mr. Hoffman seeks to protect - his name, face and persona
- are not ' writings' or ' works of authorship' that come within
the subject matter of copyright. 17 U.S.C. § 301. Moreover,
the rights that Mr. Hoffman seeks to protect are not ' equivalent'
to the rights protected by the Copyright Act. The claims asserted
by Mr. Hoffman involve extra elements that are different in kind
from those in a copyright infringement case. 17 U.S.C. §
301." (Hoffman v. Capital Cities/ABC, Inc., supra, 33
F.Supp.2d at p. 875.) With regard to the latter requirement, the
district court agreed with Hoffman' s claim that "his right
to protect the use of his own name and image is separate
from the copyrighted interest of Columbia in the motion picture
Tootsie." (Id. at p. 871.)
In Fleet v. CBS, Inc., supra, 50 Cal.App.4th 1911,
Division Four of this district found the section 3344 right of
publicity claims of several motion picture actors were preempted
by the federal Copyright Act. The actors in Fleet were
disgruntled over not having been paid for working on a film. When
the defendant, CBS, Inc., which owned the exclusive distribution
rights to the film, sought to distribute it on videotape, the
actors sued. Among other things, the complaint alleged CBS had
violated section 3344 by using for advertising and promotional
purposes still photographs of the plaintiffs taken from the film.
In Fleet, Division Four held the actors' section
3344 claims against CBS were preempted by the Copyright Act. Division
Four' s analysis focused on the fact that the actors could have
protected their dramatic performances in the film by retaining
a copyright.[FOOTNOTE 9] Division Four distinguished other cases
in which the right of publicity claim was held not to be preempted
by the Copyright Act on the basis that in those cases, "the
right sought to be protected was not copyrightable - Clint Eastwood'
s likeness captured in a photograph; Kareem Abdul-Jabbar' s former
name; Bette Midler' s distinctive vocal style; Vanna White' s
distinctive visual image, etc. The plaintiffs in those cases asserted
no copyright claims because they had none to assert. Here,
by contrast, appellants seek to prevent CBS from using performances
captured on film. These performances were copyrightable and appellants
could have claimed a copyright in them . . . ." [FOOTNOTE
10] (Fleet v. CBS, Inc., supra, 50 Cal.App.4th at pp. 1921-1922.)
Whether or not the actors in Fleet could have claimed
a copyright in their performances, Fleet stands for the
solid proposition that performers in a copyrighted film may not
use their statutory right of publicity to prevent the exclusive copyright
holder from distributing the film. As between the exclusive
copyright holder and any actor, performer, model, or person who
appears in the copyrighted work, the latter may not preclude the
former from exercising the rights afforded under the exclusive
copyright by claiming a violation of the right of publicity. In
an action against the exclusive copyright holder, "the state
law right to publicity action is preempted where the conduct alleged
to violate the right consists only of copying the work in which
the plaintiff claims a copyright. [Citations.]" (Michaels
v. Internet Entertainment Group, Inc. (C.D. Cal. 1998) 5 F.Supp.2d
823, 837.)[FOOTNOTE 11]
This principle was explained in a New York decision, Russell
v. Marboro Books (1959) 18 Misc.2d 166 [183 N.Y.Supp.2d 8].
Mary Jane Russell, a famous professional model, signed an unrestricted
release allowing a well-known photographer, Richard Avedon, to
use a photograph of the model taken for a bookstore' s advertising
campaign. The photograph was published for its intended purpose
without incident. Thereafter, however, the bookstore asked Avedon
for the negative, falsely claiming that more bookstore posters
were needed. The bookstore sold the negative to a bedsheet manufacturer,
which altered the photograph to give the false appearance that
Russell "had posed for a bedsheet advertisement portraying
a willing call girl waiting to be used by a stranger whetting
his sexual appetite." (18 Misc.2d at p. 171.) The New York
court held that Russell was entitled to sue for violation of her
statutory right of publicity. The court found that although plaintiff
had given an unrestricted release permitting the use of her photograph
without her inspection and approval, she did not, as a matter
of law, agree to "the dissemination of all types of altered
pictures or of libelous material." (Id. at p. 182.)
In this case, the models released their rights in the photographs
to plaintiff. Plaintiff did not, however, consent to defendant'
s unauthorized use of the photographs. Accordingly, we distinguish
this case from Fleet because this is not a situation where
the models are asserting a right of publicity claim against the
exclusive copyright holder in an effort to halt the authorized
distribution of their photographs. This case is closer, although
not entirely similar, to Hoffman, Michaels, and Russell,
in that plaintiff is asserting the models' statutory right of
publicity claim to halt the unauthorized display of the
photographs. In this case, although the models consented to have
plaintiff display, copy, publish, or assign the photographs as
he pleased, plaintiff did not assign those rights to defendant.
Defendant contends that in this case, the models' statutory
right of publicity claims are indistinguishable from plaintiff'
s copyright infringement claim because the only wrong alleged
was the unauthorized publication of the copyrighted photographs,
or an infringing use. In the Hoffman case, on the other
hand, the magazine publisher created the false impression that
Dustin Hoffman was lending his endorsement by apparently consenting
to be shown wearing the designers' creations. This case differs
from Hoffman in that here, the parties have stipulated
the photographs were not used in a manner to create the false
impression of an endorsement.[FOOTNOTE 12] Accordingly, defendant
contends, the extra element needed to avoid preemption, use of
the photographs for endorsement purposes, is not present in this
case.
Like the magazine publisher in Hoffman, the internet
subscription service in Michaels and the film distributor in Fleet
also used the celebrity plaintiffs' names and likenesses for advertising
and promotional purposes. In that sense, Fleet and Michaels
arguably lend support to defendant' s position that something
more than a mere infringing use is required to avoid preemption
of a section 3344 claim.[FOOTNOTE 13] Division Four cited Professor
Nimmer' s treatise and others as authority for this point, stating:
"We concur with these authorities, and also with Professor
Nimmer (1 Nimmer on Copyright (May 1996) § 1.01[B][1], p.
1-14), in holding that a right is equivalent to rights within
the exclusive province of copyright when it is infringed by the
mere act of reproducing, performing, distributing, or displaying
the work at issue. A claim asserted to prevent nothing more than
the reproduction, performance, distribution, or display of a dramatic
performance captured on film is subsumed by copyright law and
preempted." (Fleet v. CBS, Inc., supra, 50 Cal.App.4th
at p. 1924.)
The actual language of Nimmer' s treatise, however, leads
us to a different conclusion. The passage from Nimmer relied upon
by the court in Fleet states: "Abstracting to the
realm of principle, if under state law the act of reproduction,
performance, distribution, or display, no matter whether the law
includes all such acts or only some, will in itself infringe
the state-created right, then such right is pre-empted. But if
qualitatively other elements are required, instead of, or in addition
to, the acts of reproduction, performance, distribution, or display,
in order to constitute a state-created cause of action, then the
right does not lie ' within the general scope of copyright,' and
there is no pre-emption." (1 Nimmer on Copyright, supra,
§ 1.01 [B][1], p. 1-13, fns. omitted.)
Fleet failed to mention, however, Nimmer' s caveat
that right of publicity claims generally are not preempted by
the Copyright Act. According to Nimmer: "Invasion of privacy
may sometimes occur by acts of reproduction, distribution, performance,
or display, but inasmuch as the essence of the tort does not lie
in such acts, pre-emption should not apply. The same may be said
of the right of publicity. [¶ ] . . . A persona can
hardly be said to constitute a ' writing' of an ' author' within
the meaning of the Copyright Clause of the Constitution. A
fortiori, it is not a ' work of authorship' under the Act.
Such name and likeness do not become a work of authorship simply
because they are embodied in a copyrightable work such as a photograph."
(1 Nimmer on Copyright, supra, § 1.01 [B][1][c], pp.
1-22 - 1-23, fns. omitted.)
Accordingly, we would limit Fleet' s broad language
regarding preemption of the actors' section 3344 claims to the
unique facts of that case. In our view, a section 3344 claim is
preempted under Fleet where an actor or model with no copyright
interest in the work seeks to prevent the exclusive copyright
holder from displaying the copyrighted work. We do not believe
a section 3344 claim is preempted under Fleet where, as
here, the defendant has no legal right to publish the copyrighted
work.
Returning to the two-part test for determining preemption
(the subject of the claim must be a work fixed in a tangible medium
of expression and come within the subject matter or scope of copyright
protection, and the right asserted under the state law must be
equivalent to the exclusive rights contained in 17 United States
Code section 106), we conclude neither condition has been met
in this case. First, the subjects of the claims are the models'
likenesses, which are not copyrightable even though "embodied
in a copyrightable work such as a photograph." (1 Nimmer
on Copyright, supra, § 1.01 [B][1][c], p. 1-23, fn.
omitted.) Second, the right asserted under the state statute,
the right of publicity, does not fall within the subject matter
of copyright. (Id. at pp. 1-22 - 1-23.) Accordingly, we
conclude the models' section 3344 claims are not preempted by
federal copyright law.
DISPOSITION
We reverse the summary judgment for defendant and remand
for further proceedings. Plaintiff is awarded costs on appeal.
ORTEGA, Acting P.J.
We concur: VOGEL (Miriam A.), J., and MASTERSON, J.
::::::::::::::::::::::::::::: FOOTNOTE(S):::::::::::::::::::::::::::::
FN1. All further statutory references are to the Civil
Code unless otherwise indicated.
FN2. The parties do not dispute that under California law,
the right of publicity is assignable. (Lugosi v. Universal
Pictures (1979) 25 Cal.3d 813, 820, 823, superseded by §
990 [creating a post-mortem right of publicity in a "deceased
personality' s name, voice, signature, photograph or likeness"
].)
FN3. The contractual agreements are not included in the
record on appeal.
FN4. The following facts are taken from Matthews' declaration:
". . . Usenet is a public forum on the Internet where individuals
can participate in the open exchange of information. This information
includes, among other things, messages, recipes, software and
pictures. I am informed and believe that Plaintiff KNB Enterprises
operates a website on the Worldwide Web known as webvirgins, which
provides erotic images for a fee. As part of plaintiff' s efforts
to entice people to subscribe to its webvirgins site, it uploads
sample images to the Usenet. Anyone with access to the Usenet
can view these sample images at no charge, and can download (put
onto their own computer hard disk) those images.
". . . Usenet is one part of the Internet that provides
information from over 30,000 user[ ]groups. These user[ ]groups
generally provide information regarding topics of public interest.
In order for a person with a computer to access this Usenet information,
they must have a computer program known as a newsreader on their
computer. There are a number of Internet users who do not have
access to Usenet. . . . My website provides the service of making
the material that is freely available on Usenet available to people
with the use of an ordinary Web browser such as Netscape' s Communicator
or Microsoft' s Internet Explorer. . . . [¶ ] . . . My Internet
site works by utilizing a computer program that scans certain
Usenet groups and selects those articles that fit into a certain
criteria that I have established. . . ."
FN5. As originally enacted, section 3344 applied only to
an unauthorized use "for purposes of advertising products,
merchandise, goods or services, or for purposes of solicitation
of purchases of products . . . ." (Stats. 1971, ch. 1595,
p. 3426, § 1.) In 1984, the statute was amended to encompass
any unauthorized use "on or in products, merchandise, or
goods . . . ." (Stats. 1984, ch. 1704, § 2.) Accordingly,
the statute no longer requires that the unauthorized use occur
in a product advertisement or endorsement or other such solicitation
of purchase. Cases decided under the pre-1984 version of section
3344, such as Eastwood v. Superior Court, supra, 149 Cal.App.3d
409, must be read with this change in mind. In addition, some
post-amendment cases should be read with caution on this point.
(See, e.g., Fleet v. CBS, Inc., supra, 50 Cal.App.4th at
p. 1918 [quoting Eastwood for the outdated proposition
that a commercial use is required to state a section 3344 claim],
and Abdul-Jabbar v. General Motors Corp. (9th Cir. 1996)
85 F.3d 407, 414 [same].)
FN6. In PETA v. Bobby Berosini, Ltd. (1990) 111
Nev. 615 [895 P.2d 1269], the Nevada court stated the following
regarding the different privacy and publicity interests of famous
and obscure plaintiffs: "When . . . the name of a famous
or celebrated person is used unauthorizedly, that person' s main
concern is not with bruised feelings, but rather, with the commercial
loss inherent in the use by another of the celebrated name or
identity. The commercial or property interest that celebrities
have in the use of their names and identities is protected under
what has been termed the ' right of publicity.' [¶ ] There
is a certain reciprocity between the two kinds of interests, personal
and proprietary; and, accordingly, the more the aspects of one
tort are present, the less likely are the aspects of the other
tort to be present. The more obscure the plaintiffs are, the less
commercial value their names have and the more such plaintiffs
will be seeking to redress personal interests in privacy in a
common law appropriation action, and not commercial or property
interests in their name or likeness as a claimed violation of
a right of publicity. The more famous and celebrated the plaintiffs,
the less injury is likely to be claimed to their privacy interests,
their interest in being ' left alone,' because their names and
likenesses already have wide recognition and are not appropriate
subjects for invasion of personal privacy. Generally speaking,
a private person will be seeking recovery for the appropriation
tort, and a celebrity will be recovering for the right of publicity
tort." (Id. at pp. 636-637.)
FN7. Section 106 of 17 United States Code gives the copyright
holder the exclusive rights "(1) to reproduce the copyrighted
work in copies or phonorecords; [¶ ] (2) to prepare derivative
works based upon the copyrighted work; [¶ ] (3) to distribute
copies or phonorecords of the copyrighted work to the public by
sale or other transfer of ownership, or by rental, lease, or lending;
[¶ ] (4) in the case of literary, musical, dramatic, and
choreographic works, pantomimes, and motion pictures and other
audiovisual works, to perform the copyrighted work publicly; [¶
] (5) in the case of literary, musical, dramatic, and choreographic
works, pantomimes, and pictorial, graphic, or sculptural works,
including the individual images of a motion picture or other audiovisual
work, to display the copyrighted work publicly; and [¶ ]
(6) in the case of sound recordings, to perform the copyrighted
work publicly by means of a digital audio transmission."
FN8. Plaintiff has not alleged a claim for unfair competition,
presumably due to preemption problems. (See Marobie-FL v. National
Ass' n of Fire Equip. Dist. (N.D. Ill., 1997) 983 F.Supp.
1167, 1179-1181 [unfair competition claim for unauthorized copying
and distribution of clip art on infringer' s world wide web page
was held to be preempted by federal copyright law]; Data General
v. Grumman Systems Support Corp. (D. Mass. 1992) 795 F.Supp.
501, 506 [state law claims (other than conversion and misappropriation
of trade secrets) for the alleged use and copying of plaintiff'
s software were held to be preempted by federal copyright law].)
FN9. Division Four acknowledged the actors had never disputed
CBS' contention that as employees of the production company, the
actors had voluntarily relinquished any copyright in their performances
in the film, which constituted a work made for hire under the
Copyright Act. (Fleet v. CBS, Inc., supra, 50 Cal.App.4th
at pp. 1916-1917.) The work made for hire doctrine gives the employer
the exclusive copyright to the work unless the parties have expressly
agreed otherwise in a signed, written agreement. (17 U.S.C. §
§ 101, 201.) Division Four nevertheless decided the case
on the basis of the actors' theoretical right to copyright their
performances in the film. The court stated: "[W]e have not
been called on to decide, and do not decide, whether the actors
in the film were employees or whether the works made for hire
doctrine otherwise applies. Accordingly, this aspect of the decision
has no relevance to the present case." (Fleet v. CBS,
Inc., supra, 50 Cal.App.4th at p. 1923.)
FN10. See Eastwood v. Superior Court, supra, 149
Cal.App.3d 409 [valid section 3344 claim stated where the National
Enquirer had allegedly used Clint Eastwood' s name and photograph
on its newspaper cover, without his consent, together with a deliberately
fictional account, to promote its publication]; Abdul-Jabbar
v. General Motors Corp., supra, 85 F.3d 407 [valid section
3344 and tort claims stated where the defendants had allegedly
used the name "Lew Alcindor" in a television commercial
without the plaintiff' s consent]; Midler v. Ford Motor Co.
(9th Cir. 1988) 849 F.2d 460, 462 [claim stated under tort law
but not section 3344 where the defendant had allegedly used a
celebrity voice impersonator to record one of the celebrity' s
signature tunes in a commercial]; and White v. Samsung Electronics
America, Inc. (9th Cir. 1992) 971 F.2d 1395 [claim stated
under tort law but not section 3344 where the defendant had allegedly
used a robot to imitate the physical appearance of Vanna White,
a well-known television personality].
The Ninth Circuit' s rulings in Midler, White, and
another similar case, Waits v. Frito-Lay, Inc. (9th Cir.
1992) 978 F.2d 1093 [reaffirming the Midler ruling that
a voice is not coyrightable and, hence, a tort claim for celebrity
voice misappropriation is not preempted by the Copyright Act],
have been criticized by Nimmer. Nimmer points out that the Copyright
Act allows "soundalike" recordings (17 U.S.C. §
114(b)) and fair use parodies. Nimmer questions whether state law
may "forbid that which Congress intended to validate[.]"
(1 Nimmer on Copyright, supra, § 1.01 [B][3][b], p.
1-62.)
FN11. In Michaels, a celebrity couple - musician
Bret Michaels and actress Pamela Anderson Lee - obtained a preliminary
injunction halting the allegedly unauthorized internet distribution
of a copyrighted videotape of the couple having sex. The court
in Michaels held that the plaintiffs' section 3344 claim
was not preempted by the Copyright Act.
FN12. Given the non-celebrity status of the models in this
case, we are not surprised by the stipulation. Had one or more
of the models been famous, however, such a stipulation would have
been surprising. In the Hoffman case, the magazine' s intent
to create the false impression of an endorsement was inferred
from Dustin Hoffman' s celebrity status. That same inference would
not have been justified had an unknown model been used in Hoffman'
s place. In our view, determining preemption of a plaintiff' s
section 3344 claim on the basis of the plaintiff' s celebrity
status would be violative of California law. Under California
law, the statutory right of publicity exists for celebrity and
non-celebrity plaintiffs alike. Accordingly, we do not find the
absence of intent to create the false impression of an endorsement
to be determinative of the preemption issue.
FN13. The court in Michaels did not discuss preemption
at length. The court simply relied upon the alleged appropriation
of the plaintiffs' names and likenesses for advertisement purposes
to supply the additional element, unrelated to copyright infringement,
necessary to avoid preemption. (Michaels v. Internet Entertainment
Group, Inc., supra, 5 F.Supp.2d at p. 837.)
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