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Davy Crockett (Disney; Buena Vista) has already been seen twice on TV; its theme song brays steadily from the nation's jukeboxes; coonskin hats, flintlock muskets and some 100 other Crockett-inspired products flood U.S. stores (TIME, May 23). Now at last, the film has reached movie theaters, but its belated arrival is far from an anticlimax. Technicolor and the wide screen combine to make this classic tale of derring-do bigger and better than ever. The episodic story has been shortened by 40 minutes but not changed: Davy still fights the Creek War, gets elected to Congress, dies...
...match it since Hopalong Cassidy clattered into the corral five years ago. Sales of Davy Crockett coonskin caps, blue jeans, cap pistols, lunch boxes and dozens of other items, have already reached an estimated $100 million. Last week the shooting was just starting for the Davy Crockett cash. Walt Disney, starting the fad with his TV series (TIME, Nov. 8), usually wrings every last penny from his enterprises, but he found that he might be unable to tie up royalties on all Crockett products...
Hitching up his buckskins, and with his big butcher in his belt, Disney charged into Baltimore's Federal Court and brought suit against Davy Crockett Enterprises, run by an oldtime Baltimore garment maker named Morey Schwartz. Disney charged that Schwartz was illegally licensing clothing manufacturers to use the name Davy Crockett, claiming a trademark, and was telling firms, including the more than 50 so far licensed by Disney, that he might prosecute them for using the name without his permission...
Citrus to Whisky. Disney might have a tough time proving his case. For one thing, the U.S. Patent Office has never received an application from Disney to use the name as a trademark. According to the patent office, Schwartz's Davy Crockett Enterprises is the owner of a valid clothing trademark label, "Davy Crockett, Frontiersman." Other companies, some dating back as far as 1849, have used the name Davy Crockett on everything from citrus fruit to chewing tobacco and whisky, and most of them have since either gone out of business or allowed the name to lapse. Schwartz first...
...horn, cap, etc. ($7.98); a Davy Crockett guitar costs $4.98 extra. Denver's May Co. advertises a Davy Crockett bath towel, with this pitch to mothers: "Your bathtime struggles are over . . . They'll run to use Davy Crockett towels." Davy Crock-etteer Fess Parker, who stars in Disney's TV series, has already endorsed and helped sell 450,000 copies of sheet music of The Ballad of Davy Crockett. Advance orders for The Picture Story of Davy Crockett, a 25? Wonder Playbook, already total...