Topline
Lucasfilm, the billion-dollar Disney-owned film and production company behind the “Star Wars” franchise, is suing a Chilean car wash known as “Star Wash,” arguing the small business is plagiarizing the wildly popular franchise with its branding, according to Reuters.
Stormtroopers are one of the “Star Wars” characters that car wash attendants dress up as at Jara’s … [+] business. (Photo by Mark Mainz/Getty Images)
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Key Facts
The law firm representing Matias Jara, the owner of “Star Wash,” told Reuters that Jara was in the process of registering his brand with Chile’s patent authority when he received a lawsuit from Lucasfilm seeking to block the registration of his business’s name.
Lucasfilm is claiming the business brand could confuse consumers into believing it’s affiliated with the studio, though it hasn’t taken issue with car attendants who can be seen on the “Star Wash” Instagram account dressed as characters like Darth Vader, Chewbacca and Boba Fett.
“Star Wash” is contesting the suit, with Jara’s lawyers arguing the business name is different enough from the movie franchise to avoid copyright infringement and confusion.
Jara told Reuters the business doesn’t sell “Star Wars” products or make movies, noting that the lawsuit is affecting the budget of the car wash, which is located outside of Chile’s capital, Santiago.
Lucasfilm didn’t immediately respond to Forbes’ request for comment.
Forbes Valuation
We estimate Lucasfilm founder George Lucas’ net worth at $5.1 billion. The filmmaker stepped down from the studio after it was sold to Disney in 2012 for more than $4 billion. Lucas has largely pivoted to philanthropy and now has a charitable family foundation with more than $1 billion in assets.
Key Background
The “Star Wars” franchise has found itself involved in several lawsuits around the use of its name and branding. In 1985, Lucas sued lobbying groups for the use of “Star Wars” in political advertisements about former President Ronald Reagan’s Strategic Defense Initiative, a proposed missile defense system against nuclear attacks, part of which would be located in space. Lucasfilm also sued a man over his operation and attempted trademark registration of Lightsaber Academy, a business that hosted classes on how to wield Lightsabers, the fictional laser sword used by iconic “Star Wars” characters. The studio claimed the man used multiple trademarks and demanded damages and profits or, alternatively, $2 million in statutory damages for each trademark infringement. Disney acquired Lucasfilm in 2012 for more than $4 billion.
Further Reading
Lucasfilm sues Star Wash, Chilean ‘Star Wars’-themed car wash (Reuters)
A History of ‘Star Wars’ Legal Wars: ‘Battlestar Galactica,’ ‘Star Trek’ and Ronald Reagan (The Hollywood Reporter)
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