Why Is This Even Happening?
Title disputes in the film industry are usually resolved amicably.
For example, New Line got to keep its title "Austin Powers in Goldmember" as long as Mike Myers promoted MGM's "Goldfinger" on TV. But The Weinstein Company and Warner Bros.'s protracted and very public scuffle over "The Butler" shows that a simple movie name can cause a lot of headaches for filmmakers and film companies.
Since "The Butler" fight erupted this week, one New York entertainment attorney told Indiewire he's received numerous calls from clients concerned about their titles. But for independent films, the situation is markedly different than most studio infighting.
For signatories to the Motion Picture Association of America and those who voluntarily pay to be members of the MPAA's Title Registration Bureau (TRB), like the Weinstein Company (TWC), there are strict guidelines and procedures that films must follow with respect to their titles. But in the real legal world, there are no copyrights on titles.
Independent films, thus, don't have to take part in the TRB, and nor is it recommended, according to W. Wilder Knight, a legal counsel for several independent filmmakers. "You don't want to sign up for the registry," he said. "You want to stay independent. You don't want to be bound by those guys in any way." In theory, then, indie films don't have to play by Hollywood's naming rules.
For instance, in 1997, Morgan J. Freeman's Sundance Audience Award winner "Hurricane" was forced to change its title to "Hurricane Streets"; after MGM acquired the film, Universal refused to let the other company use the original title. Universal was already in active development on "Lazarus and the Hurricane," which was released as "The Hurricane" in 1999, starring Denzel Washington.
So Why Bother With the MPAA?
For The Weinstein Company, which is technically an independent studio, they don't necessarily have to abide by MPAA and TRB rules, but they voluntarily take part in order to protect their own titles from confusion in the marketplace. Because the company was already aware that potential problems could arise with "The Butler" title, they also registered "Lee Daniels's The Butler" and "The White House Butler," which are both likely alternatives when the film is released.
When the Weinsteins' company Miramax first joined the TRB in the mid-1990s, it changed the title of its Italian Oscar winner ''The Postman'' to ''Il Postino'' (''The Postman'') so as not to conflict with Warner Bros.’ post-apocalyptic Kevin Costner film "The Postman," which was in production at the time. In 1997, with the release of the Weinsteins' "Scream," Miramax was initially ordered to pay $1,500 per screen per day in damages after Sony Pictures claimed the title was too similar to their 1995 film "Screamers."
In 1999, the Weinsteins began fighting aggressively for their own titles, forcing Phoenix Pictures’ "Got to Be You" to change its title (presumably in conflict with 2000's "Down to You") and in 2003, taking New Line to task for their "Curse of the Mask" (likely because of Miramax's pending project "Cursed").
As with the MPAA's Ratings Board, its Title Registration Bureau—which has been operating since 1926—is kept behind closed doors, and its rules and process remain confidential.
But according to the MPAA, and previous reports in Slate and The New York Times, the Title Registration Bureau sends out a list of proposed titles to subscribers; then, TRB subscribers must register a complaint of any title that they believe conflicts with one that is already registered. The violating company can then seek a waiver from the company that first registered the title, or go to arbitration.