Word: sitings
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...knew we had an incredible movie," says Fellman. Though Christian Bale's Batman is The Dark Knight's star, it was Ledger's knife-wielding anarchist around whom the studio built an early viral marketing campaign, featuring the villain prominently in posters, trailers and on the web site WhySoSerious.com...
...similar quandary after a federal court in New York City ruled on Monday that Internet companies are not required to police trademark violations that appear on their websites. The case involved the online auctioneer eBay, which Tiffany had sued after counterfeit jewelry was sold on eBay's site. The judge did say that companies like Tiffany can do the policing themselves and order websites to remove online material that flouts trademarks. But even for big firms, patrolling an ocean as vast as the Internet for intellectual-property shenanigans is daunting. For small ones like Fobis, "it's almost impossible...
...Fobis has had to confront the folks that it says are giving Nintendo, intentionally or not, the free ride. Amazon.com, for example, doesn't overtly peddle "Wiimotes" on its site. But if you Google "amazon.com" and "wiimote," you still get results for the actual Amazon portal, like a page for its "Wiimote customer community." (There's even a "community" for the Wiimote recharger...
...Fobis contends that's because Amazon, like most websites, lets customers "tag" products on the site using nicknames like Wiimote. Online retailers also use software like metatags containing words and data that might be buried in the site but, when fed to search engines, can increase the likelihood that Internet search results will prominently feature that site. Even when a vendor is trying to sell a Wii remote control on a retailer's site and advertises it as a Wiimote, or if a customer posts a review of the Wii remote control and gushes, "I love the Wiimote...
...Amazon.com insists it can't be expected to monitor what it calls the postings of "third-party merchants" on its site, and the federal court's eBay ruling would seem to back up that argument. But even if the ruling says commercial sites like Amazon.com aren't required to police themselves, it does make it clear that if a trademark holder like Fobis discovers an infringement on one of those sites, it can play cybercop itself and demand that the site remove it. Still, companies like Fobis and Tiffany complain that merely having to pluck out the offending material...