Cydney A. Tune is Counsel with Pillsbury Winthrop Shaw Pittman LLC, a law firm based in San Francisco, CA. She leads the firm’s Copyright and Media & Entertainment teams, and is a noted authority on copyright, trademark and intellectual property law.
In this panel discussion held at 2008 meeting of the American Bar Association’s Sports & Entertainment Forum, panelists Cydney Tune, Jonathan Kirsch, Emily Della Maggiora, Kim Niemi and Seth Steinberg discuss some of the legal and conceptual questions facing advertisers and marketers in the converging media marketplace – for example, how to advertise to consumers who prefer immersive video games to television or films, how to measure the effect of online ads, how to do viral marketing the right way, how to deal with unauthorized online use of your copyrighted works, and more.
In this panel held at a 2007 meeting of the American Bar Association, attorneys Cydney A. Tune, Kelly Maser, Lawrence Apolzon and Philip Furgang delve into a little-understood but very important aspect of copyright and intellectual property law – trademarks and business patents. The panelists introduce the basics of trademarks are established, registered, defended and leveraged, how business patents work and how they may affect entertainment businesses, how trademarks generate money, how similar trademarks may coexist in the same marketplace, and more. They also take audience questions on a variety of topics related to patents and trademarks.
In this clip from an ABA forum held in 2007 titled “IP Meets Entertainment-Trademarks and Business Patents,” the panelists discuss what happens when two entities in the same marketplace have similar trademarks, and how a trademark coexistence agreement might be structured.
In this clip from an ABA forum held in 2007 titled “IP Meets Entertainment-Trademarks and Business Patents,” panelist Philip Furgang responds to an audience question about patents and open-source software, and how to ensure that when you buy an open-source solution for your enterprise, you’re not also buying a lawsuit.
In this clip from an ABA forum held in 2007 titled “IP Meets Entertainment-Trademarks and Business Patents,” moderator Cydney A. Tune explains why titles of works of entertainment cannot in and of themselves be trademarked.
In this panel discussion held at 2008 meeting of the American Bar Association’s Sports & Entertainment Forum, moderator Cydney Tune introduces the concepts that frame the day’s discussion of advertising and merchandising in a world where consumers want immersive and ubiquitous media consumption opportunities – from their mp3 players to massively multiplayer online games. The panelists then introduce some of the most compelling questions facing their particular business in this arena.
In this panel discussion held at 2008 meeting of the American Bar Association’s Sports & Entertainment Forum, the panelists discuss some new frontiers in online and interactive advertising, and the legal issues that these emerging methods pose.
In this panel discussion held at 2008 meeting of the American Bar Association’s Sports & Entertainment Forum, the panelists discuss some synergies between media events (such as an episode of television) and advertising and retail opportunities which might arise out of that event (such as producing a real version of a fictional product for sale via the television show’s website).
In this panel discussion held at 2008 meeting of the American Bar Association’s Sports & Entertainment Forum, the panelists discuss current efforts to track, measure and analyze the reach of online advertisements (e.g. how many people see the ad, and of them, how many go on to act on its appeal), as well as the reach and effect of unpaid ad-hoc advertising in the form of blog posts and similar online content.
In this panel discussion held at 2008 meeting of the American Bar Association’s Sports & Entertainment Forum, the panelists discuss the unpaid and unauthorized distribution of copyrighted online content, and what lawyers and copyright holders can do to combat or otherwise remediate these uses. They also discuss the difficulties of taking legal action against people who are most likely to be hardcore fans of the content in questions.
In this panel discussion held at 2008 meeting of the American Bar Association’s Sports & Entertainment Forum, the panelists discuss how companies are using viral advertising to reach customers, and what can happen when a company mis-engineers their viral campaign – from irritated consumers to cease-and-desist orders.
In this clip from an ABA forum held in 2007 titled “IP Meets Entertainment-Trademarks and Business Patents,” the panel fields a question about helping performing artists defend their name as a trademark against artists whose name might be confused with your client’s. The panelists explain how to know where the test of likely confusion begins to take hold, and how to prepare for the future when searching for prior use of their name.
In this panel discussion held at 2008 meeting of the American Bar Association’s Sports & Entertainment Forum, the panelists discuss how major media companies are working to capture the attention of viewers, users and customers, and how they are attempting to cross-collateralize their properties so as to get the most marketing effect out of one viewer experience. They also question how to be sure that your marketing buys are effective when unlicensed copies of your content are so often available in the wild, and discuss new technologies in tracking consumer reactions to content.
