Michael Davis v. Electronic Arts Inc. , 775 F.3d 1172 ( 2015 )


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  •                 FOR PUBLICATION
    UNITED STATES COURT OF APPEALS
    FOR THE NINTH CIRCUIT
    MICHAEL E. DAVIS, AKA Tony                No. 12-15737
    Davis; VINCE FERRAGAMO; BILLY
    JOE DUPREE; SAMUEL MICHAEL                   D.C. No.
    KELLER,                                   3:10-cv-03328-
    Plaintiffs-Appellees,            RS
    v.
    OPINION
    ELECTRONIC ARTS INC.,
    Defendant-Appellant.
    Appeal from the United States District Court
    for the Northern District of California
    Richard Seeborg, District Judge, Presiding
    Argued and Submitted
    September 11, 2014—San Francisco, California
    Filed January 6, 2015
    Before: Stephen Reinhardt, Raymond C. Fisher
    and Marsha S. Berzon, Circuit Judges.
    Opinion by Judge Fisher
    2                  DAVIS V. ELECTRONIC ARTS
    SUMMARY*
    First Amendment / California Anti-SLAPP Statute
    The panel affirmed the district court’s denial of Electronic
    Arts Inc.’s motion to strike a complaint, brought by former
    professional football players alleging unauthorized use of
    their likenesses in the video game series Madden NFL, as a
    strategic lawsuit against public participation (SLAPP) under
    California’s anti-SLAPP statute.
    The panel rejected Electronic Arts’s argument that its use
    of former players’ likenesses was protected under the First
    Amendment as “incidental use.” The panel held that
    Electronic Arts’s use of the former players’ likenesses was
    not incidental because it was central to Electronic Arts’s main
    commercial purpose: to create a realistic virtual simulation of
    football games involving current and former National
    Football League teams.
    The panel held that the district court properly denied
    Electronic Arts’s motion to strike under the anti-SLAPP
    statute because it had not shown a probability of prevailing on
    its incidental use defense, and its other defenses (the
    transformative use defense, the public interest defense, and
    the test formulated by Rogers v. Grimaldi, 
    875 F.2d 994
    (2d
    Cir. 1989)) were effectively precluded by the court’s prior
    decision in Keller v. Elec. Arts (In re NCAA Student-Athlete
    Name & Likeness Licensing Litig.), 
    724 F.3d 1268
    (9th Cir.
    2013).
    *
    This summary constitutes no part of the opinion of the court. It has
    been prepared by court staff for the convenience of the reader.
    DAVIS V. ELECTRONIC ARTS                   3
    COUNSEL
    Alonzo Wickers IV (argued), Kelli L. Sager, Karen Henry,
    Kathleen Cullinan and Brendan Charney, Davis Wright
    Tremaine LLP, Los Angeles, California; Robert Van Nest, R.
    James Slaughter and Adam Lauridsen, Keker & Van Nest
    LLP, San Francisco, California, for Defendant-Appellant.
    Brian D. Henri (argued), Henri Law Group, Palo Alto,
    California, for Plaintiffs-Appellees.
    Duncan W. Crabtree-Ireland and Danielle S. Van Lier, Screen
    Actors Guild-American Federation of Television and Radio
    Artists, Los Angeles, California, for Amicus Curiae Screen
    Actors Guild-American Federation of Television and Radio
    Artists.
    OPINION
    FISHER, Circuit Judge:
    We are called upon to balance the right of publicity of
    former professional football players against Electronic Arts’
    (EA) First Amendment right to use their likenesses in its
    Madden NFL series of video games. We previously held
    EA’s unauthorized use of a former college football player’s
    likeness in the NCAA Football series of video games was not,
    as a matter of law, protected by the First Amendment. See
    Keller v. Elec. Arts (In re NCAA Student-Athlete Name &
    Likeness Licensing Litig.), 
    724 F.3d 1268
    (9th Cir. 2013). In
    Keller, we rejected several of the First Amendment defenses
    EA raises here on materially indistinguishable grounds. EA
    advances one additional argument in this appeal – its use of
    4                DAVIS V. ELECTRONIC ARTS
    former players’ likenesses is protected under the First
    Amendment as “incidental use.” We disagree. We hold EA’s
    use of the former players’ likenesses is not incidental,
    because it is central to EA’s main commercial purpose – to
    create a realistic virtual simulation of football games
    involving current and former NFL teams.
    I. Background
    EA is a developer and publisher of video games,
    including Madden NFL, which EA publishes annually.
    Madden NFL allows users to play virtual football games
    between National Football League (NFL) teams by
    controlling virtual players, or avatars. EA’s graphic artists
    and programmers create the avatars, as well as virtual
    stadiums, coaches, referees, fans and other audio and visual
    elements that allow users to experience a realistic simulation
    of an NFL game. Users control the movements of the avatars
    and the outcome of the game through the users’ inputs to the
    game system.
    Each annual version of Madden NFL includes all current
    players for all 32 NFL teams, along with accurate player
    names, team logos, colors and uniforms. EA has paid
    National Football Players Inc. – the licensing arm of the
    National Football League Players Association – annual
    licensing fees in the millions of dollars to use current players’
    likenesses.
    From 2001 through 2009, Madden NFL also included
    certain particularly successful or popular “historic teams.”
    EA did not obtain a license to use the likenesses of the former
    players on these historic teams. Although the players on the
    historic teams are not identified by name or photograph, each
    DAVIS V. ELECTRONIC ARTS                           5
    is described by his position, years in the NFL, height, weight,
    skin tone and relative skill level in different aspects of the
    sport.1 For example, Madden NFL includes as a historic team
    the 1979 Los Angeles Rams that played in that year’s Super
    Bowl. Vince Ferragamo, a plaintiff in this action, was a
    quarterback on the 1979 Rams. He is Caucasian and was
    listed in the 1979 Rams media guide as a 26 year-old, six-foot
    three-inch, 207-pound third-year NFL player. Madden NFL
    depicts an avatar who is a quarterback for the 1979 Rams and
    has identical physical characteristics. Madden NFL also
    includes the 1984 Los Angeles Rams, for which Ferragamo
    was again a quarterback. The 1984 Rams media guide lists
    Ferragamo as a 30-year-old, six-foot three-inch, 212-pound
    seventh-year NFL player. Madden NFL depicts an avatar on
    the 1984 Rams with identical physical characteristics.
    The plaintiffs alleged that Madden NFL similarly
    includes, without authorization, accurate likenesses of
    plaintiffs Michael Davis and Billy Joe Dupree, as well as
    roughly 6,000 other former NFL players who appear on more
    than 100 historic teams in various editions of Madden NFL.
    The plaintiffs asserted claims for right of publicity under
    California Civil Code § 3344 and California common law,
    conversion, trespass to chattels and unjust enrichment on
    behalf of themselves and all former NFL players depicted in
    Madden NFL. EA moved to strike the complaint as a
    strategic lawsuit against public participation (SLAPP) under
    California’s anti-SLAPP statute, California Code of Civil
    Procedure § 425.16. The district court denied the motion.
    We have jurisdiction over EA’s appeal pursuant to 28 U.S.C.
    § 1291. We affirm.
    1
    For purposes of this appeal, EA concedes the Madden NFL series uses
    the plaintiffs’ likenesses.
    6               DAVIS V. ELECTRONIC ARTS
    II. Standard of Review
    We review de novo the denial of a motion to strike under
    California’s anti-SLAPP statute. See 
    Keller, 724 F.3d at 1272
    n.3.
    III. Discussion
    A. Anti-SLAPP motion
    California’s anti-SLAPP statute is “designed to allow
    courts ‘to promptly expose and dismiss meritless and
    harassing claims seeking to chill protected expression.’”
    Mindys Cosmetics, Inc. v. Dakar, 
    611 F.3d 590
    , 595 (9th Cir.
    2010) (quoting Bosley Med. Inst., Inc. v. Kremer, 
    403 F.3d 672
    , 682 (9th Cir. 2005)). Under the statute, “a party may file
    a motion to strike a cause of action against it if the complaint
    ‘aris[es] from any act of that person in furtherance of the
    person’s right of petition or free speech under the United
    States Constitution or the California Constitution in
    connection with a public issue.’” 
    Id. (alteration in
    original)
    (quoting Cal. Civ. Proc. Code § 425.16(b)(1)). To defeat a
    motion to strike, a plaintiff must “establish[] that there is a
    probability that the plaintiff will prevail on the claim.” Cal.
    Civ. Proc. Code § 425.16(b)(1).
    The plaintiffs concede that their suit arises from an act by
    EA in furtherance of its right of free speech under the First
    Amendment. Indeed, “[v]ideo games are entitled to the full
    protections of the First Amendment, because ‘[l]ike the
    protected books, plays, and movies that preceded them, video
    games communicate ideas – and even social messages.’”
    
    Keller, 724 F.3d at 1270
    –71 (quoting Brown v. Entm’t
    Merchs. Ass’n, 
    131 S. Ct. 2729
    , 2733 (2011)).
    DAVIS V. ELECTRONIC ARTS                      7
    The district court denied EA’s motion, however,
    concluding that the plaintiffs established a reasonable
    probability they will prevail on their claims. “‘Reasonable
    probability’ . . . requires only a ‘minimum level of legal
    sufficiency and triability.’” Mindys 
    Cosmetics, 611 F.3d at 598
    (quoting Linder v. Thrifty Oil Co., 
    2 P.3d 27
    , 33 n.5 (Cal.
    2000)). A plaintiff must “state and substantiate a legally
    sufficient claim,” 
    id. at 598–99,
    based on “the pleadings, and
    supporting and opposing affidavits stating the facts upon
    which the liability or defense is based,” Cal. Civ. Proc. Code
    § 425.16(b)(2). “‘Put another way, the plaintiff must
    demonstrate that the complaint is both legally sufficient and
    supported by a sufficient prima facie showing of facts to
    sustain a favorable judgment if the evidence submitted by the
    plaintiff is credited.’” Mindys 
    Cosmetics, 611 F.3d at 599
    (quoting Wilson v. Parker, Covert & Chidester, 
    50 P.3d 733
    ,
    739 (Cal. 2002)). “[T]he required probability that [the
    plaintiffs] will prevail need not be high.” Hilton v. Hallmark
    Cards, 
    599 F.3d 894
    , 908 (9th Cir. 2010).
    EA does not challenge the plaintiffs’ ability to state or
    support any substantive element of their claims. Instead, EA
    argues it is not reasonably probable the plaintiffs will prevail,
    because their claims are barred by five affirmative defenses
    under the First Amendment – the transformative use defense,
    the public interest defense, the public affairs exemption of
    California Civil Code § 3344(d), the Rogers test and the
    incidental use defense. Although the anti-SLAPP statute
    “places on the plaintiff the burden of substantiating its claims,
    a defendant that advances an affirmative defense to such
    claims properly bears the burden of proof on the defense.”
    Peregrine Funding, Inc. v. Sheppard Mullin Richter &
    Hampton LLP, 
    35 Cal. Rptr. 3d 31
    , 44 (Ct. App. 2005). EA
    has the burden of establishing the transformative use defense
    8                  DAVIS V. ELECTRONIC ARTS
    as a matter of law. See 
    Keller, 724 F.3d at 1274
    . On its other
    affirmative defenses, EA has the burden of establishing “a
    probability of prevailing.” Premier Med. Mgmt. Sys., Inc. v.
    Cal. Ins. Guarantee Ass’n, 
    39 Cal. Rptr. 3d 43
    , 53 (Ct. App.
    2006). For the reasons set forth below, EA has not shown a
    probability of prevailing on its incidental use defense, and its
    other defenses are effectively precluded by our decision in
    Keller.2 Because EA has not met its burden as to any of its
    affirmative defenses, the district court properly denied EA’s
    motion to strike.
    B. Transformative use
    EA contends the plaintiffs’ claims are barred by the
    transformative use defense formulated by the California
    Supreme Court in Comedy III Productions, Inc. v. Gary
    Saderup, Inc., 
    21 P.3d 797
    (Cal. 2001). “The defense is ‘a
    balancing test between the First Amendment and the right of
    publicity based on whether the work in question adds
    significant creative elements so as to be transformed into
    something more than a mere celebrity likeness or imitation.’”
    
    Keller, 724 F.3d at 1273
    (quoting Comedy 
    III, 21 P.3d at 799
    ).
    In Keller, we rejected EA’s transformative use defense.
    We held the use of college athletes’ likenesses in the NCAA
    Football video game series was not, as a matter of law,
    transformative use. See 
    id. at 1277–79.
    We relied primarily
    on No Doubt v. Activision Publishing, Inc., 
    122 Cal. Rptr. 3d
    .
    397, 411 (Ct. App. 2011), in which the California Court of
    2
    EA does not seek to distinguish this case from Keller. Instead, EA
    states it “raises these arguments here to preserve them for en banc review
    in this Circuit and/or United States Supreme Court review.”
    DAVIS V. ELECTRONIC ARTS                      9
    Appeal rejected a video game maker’s transformative use
    defense because its video game contained “literal recreations”
    of members of the band “No Doubt” doing “the same activity
    by which the band achieved and maintains its fame.” In No
    Doubt, the court of appeal held, “that the avatars appear in the
    context of a videogame that contains many other creative
    elements[] does not transform the avatars into anything other
    than exact depictions of No Doubt’s members doing exactly
    what they do as celebrities.” 
    Id. The court
    concluded the
    “graphics and other background content of the game are
    secondary, and the expressive elements of the game remain
    manifestly subordinated to the overall goal of creating a
    conventional portrait of No Doubt so as to commercially
    exploit its fame.” 
    Id. (alterations and
    internal quotation
    marks omitted).
    Keller concluded No Doubt “offers a persuasive precedent
    that cannot be materially distinguished from Keller’s 
    case.” 724 F.3d at 1277
    . As in No Doubt, the NCAA Football game
    “replicated Keller’s physical characteristics” and allowed
    “users [to] manipulate [him] in the performance of the same
    activity for which [he is] known in real life” in “[t]he context
    in which the activity occurs.” 
    Id. at 1276.
    Consequently,
    “[g]iven that NCAA Football realistically portrays college
    football players in the context of college football games, the
    district court was correct in concluding that EA cannot
    prevail as a matter of law based on the transformative use
    defense at the anti-SLAPP stage.” 
    Id. at 1279.
    The same is true here. Like NCAA Football, Madden
    NFL replicates players’ physical characteristics and allows
    users to manipulate them in the performance of the same
    activity for which they are known in real life – playing
    football for an NFL team. Neither the individual players’
    10                  DAVIS V. ELECTRONIC ARTS
    likenesses nor the graphics and other background content are
    transformed more in Madden NFL than they were in NCAA
    Football. Indeed, EA does not attempt to distinguish Madden
    NFL from NCAA Football. Instead, EA contends the court
    erred in Keller by focusing on whether the individual avatars
    were transformed, rather than whether the work as a whole
    was transformative. Absent “intervening higher authority,”
    however, we are bound by the factually indistinguishable
    holding in Keller. Miller v. Gammie, 
    335 F.3d 889
    , 893 (9th
    Cir. 2003) (en banc).3 Thus, EA has not shown that the
    transformative use defense applies to the plaintiffs’ claims.4
    C. The public interest defense
    EA next contends the plaintiffs’ common law right of
    publicity claim is barred by the public interest defense, and
    their statutory right of publicity claim is barred by the “public
    affairs” exemption of California Civil Code § 3344(d). Under
    the common law public interest defense, “no cause of action
    will lie for the publication of matters in the public interest,
    which rests on the right of the public to know and the
    freedom of the press to tell it.” 
    Hilton, 599 F.3d at 912
    (quoting Montana v. San Jose Mercury News, Inc., 40 Cal.
    Rptr. 2d 639, 640 (Ct. App. 1995)). Under the statutory
    “public affairs” exemption, the right of publicity recognized
    in California Civil Code § 3344(a) does not apply to the “use
    3
    Further, the court expressly stated in Keller that, like the Third Circuit
    in Hart v. Electronic Arts, Inc., 
    717 F.3d 141
    (3d Cir. 2013), it
    “considered the potentially transformative nature of the game as a 
    whole.” 724 F.3d at 1278
    .
    4
    Because we are bound by Keller, we do not reach EA’s argument that
    Keller improperly failed to apply strict constitutional scrutiny to the
    plaintiffs’ right-of-publicity claims.
    DAVIS V. ELECTRONIC ARTS                     11
    of a name, voice, signature, photograph, or likeness in
    connection with any news, public affairs, or sports broadcast
    or account.” Cal. Civ. Code § 3344(d).
    Although California courts typically analyze the statutory
    and common law defenses separately, both defenses “protect
    only the act of publishing or reporting.” 
    Keller, 724 F.3d at 1282
    . In Keller, we rejected EA’s reliance on these defenses,
    explaining that, unlike the cases on which EA relied,
    involving a documentary, a newspaper photograph and a
    game program, EA was “not publishing or reporting factual
    data.” 
    Id. at 1283.
    See Dora v. Frontline Video, Inc., 18 Cal.
    Rptr. 2d 790, 791–92 (Ct. App. 1993) (holding a documentary
    on surfing featuring a well-known surfer was “a fair comment
    on real life events”); 
    Montana, 40 Cal. Rptr. 2d at 640
    –41
    (holding posters containing previously published newspaper
    images portraying Joe Montana’s football victories were “a
    form of public interest presentation to which [First
    Amendment] protection must be extended”); Gionfriddo v.
    Major League Baseball, 
    114 Cal. Rptr. 2d 307
    , 314–15 (Ct.
    App. 2001) (holding “factual data concerning the players,
    their performance statistics . . . and video depictions” were a
    “recitation and discussion of factual data” protected by the
    First Amendment). “Put simply, EA’s interactive game is not
    a publication of facts about college football; it is a game, not
    a reference source.” 
    Keller, 724 F.3d at 1283
    . It “is a means
    by which users can play their own virtual football games, not
    a means for obtaining information about real-world football
    games.” 
    Id. Madden NFL
    is indistinguishable in this regard from
    NCAA Football. Like NCAA Football, although Madden
    NFL contains some factual data about current and former
    NFL teams and players, it is “a game, not a reference source”
    12              DAVIS V. ELECTRONIC ARTS
    or a “publication of facts” about professional football. 
    Id. Again, in
    the absence of intervening higher authority, our
    holding in Keller controls. See 
    Miller, 335 F.3d at 899
    .
    Thus, EA has not established a probability of prevailing on
    either the common law public interest defense or the “public
    affairs” exemption of California Civil Code § 3344(d).
    D. The Rogers test
    EA next contends Madden NFL is entitled to First
    Amendment protection under the test formulated by the
    Second Circuit in Rogers v. Grimaldi, 
    875 F.2d 994
    (2d Cir.
    1989). Rogers held that a literary title does not violate the
    Lanham Act “unless the title has no artistic relevance to the
    underlying work whatsoever, or, if it has some artistic
    relevance, unless the title explicitly misleads as to the source
    or the content of the work.” 
    Id. at 999.
    In Keller, we rejected
    EA’s argument that the Rogers test should be extended to
    right-of-publicity claims. 
    See 724 F.3d at 1279
    –82. We
    explained that the Rogers test “was designed to protect
    consumers from the risk of consumer confusion – the
    hallmark element of a Lanham Act claim.” 
    Id. at 1280.
    In
    contrast, the right of publicity “does not primarily seek to
    prevent consumer confusion.” 
    Id. “Rather, it
    primarily
    ‘protects a form of intellectual property [in one’s person] that
    society deems to have some social utility.’” 
    Id. (alteration in
    original) (quoting Comedy 
    III, 21 P.3d at 804
    ). Thus, the
    Rogers test does not apply to the plaintiffs’ right-of-publicity
    claims.
    E. The incidental use defense
    Finally, EA contends the plaintiffs’ claims are barred by
    the incidental use defense. EA did not assert this defense in
    DAVIS V. ELECTRONIC ARTS                            13
    the district court. “We apply a general rule against
    entertaining arguments on appeal that were not presented or
    developed before the district court.” In re Mercury
    Interactive Corp. Sec. Litig., 
    618 F.3d 988
    , 992 (9th Cir.
    2010) (internal quotation marks omitted). That rule,
    however, is “discretionary, not jurisdictional.” 
    Id. We have
    recognized three circumstances in which we have discretion
    to reach waived issues, including “‘when the issue presented
    is purely one of law and either does not depend on the factual
    record developed below, or the pertinent record has been fully
    developed.’” 
    Id. (quoting Bolker
    v. Comm’r, 
    760 F.2d 1039
    ,
    1042 (9th Cir. 1985)). Under the circumstances of this case,
    whether EA has established a probability of prevailing on its
    incidental use defense is a question of law that we can
    address on the existing record. We therefore exercise our
    discretion to address the issue.
    The parties agree that the incidental use defense exists
    under California law. We therefore assume, for purposes of
    this opinion, that it does.5 The parties also rely on the same
    cases and treatises to define the scope of the defense. Under
    5
    Although California courts have not yet held that the incidental use
    defense applies to right-of-publicity claims, the defense is widely
    recognized. See 1 J. Thomas McCarthy, Rights of Publicity and Privacy
    § 6:31 (2d ed. 2014) (citing “the general rule that an insignificant or
    fleeting use of plaintiff’s identity is not an infringement”); Stayart v.
    Google Inc., 
    710 F.3d 719
    , 723 (7th Cir. 2013) (recognizing the incidental
    use as a defense to right-of-publicity claims under Wisconsin common law
    and statute); Lohan v. Perez, 
    924 F. Supp. 2d 447
    , 455 (E.D.N.Y. 2013)
    (applying the incidental use defense to a right-of-publicity claim under
    New York law); Hill v. Nat’l Collegiate Athletic Ass’n, 
    865 P.2d 633
    , 648
    n.6 (Cal. 1994) (en banc) (citing favorably the Restatement Second of
    Torts for the proposition that “mere incidental use [is] not actionable” as
    “appropriation of [the] commercial or other value of [a] name or
    likeness”).
    14              DAVIS V. ELECTRONIC ARTS
    those authorities, “[a] number of factors are relevant,” such
    as “(1) whether the use has a unique quality or value that
    would result in commercial profit to the defendant;
    (2) whether the use contributes something of significance;
    (3) the relationship between the reference to the plaintiff and
    the purpose and subject of the work; and (4) the duration,
    prominence or repetition of the name or likeness relative to
    the rest of the publication.” Aligo v. Time-Life Books, Inc.,
    No. C 94-20707 JW, 
    1994 WL 715605
    , at *3 (N.D. Cal. Dec.
    19, 1994) (internal citations omitted). See also 5 J. Thomas
    McCarthy, McCarthy on Trademarks and Unfair Competition
    § 28:7.50 (4th ed. 2014) (“The mere trivial or fleeting use of
    a person’s name or image in an advertisement will not trigger
    liability when such a usage will have only a de minimis
    commercial implication.”); 
    Stayart, 710 F.3d at 723
    (“For
    use of a person’s name for advertising or trade purposes to be
    actionable . . . there must be a substantial rather than an
    incidental connection between the use and the defendant’s
    commercial purpose.” (internal quotation marks omitted));
    Yeager v. Cingular Wireless, LLC, 
    673 F. Supp. 2d 1089
    ,
    1100 (E.D. Cal. 2009) (“The rationale underlying this
    doctrine is that an incidental use has no commercial value.”);
    Preston v. Martin Bregman Prods., Inc., 
    765 F. Supp. 116
    ,
    119 (S.D.N.Y. 1991) (“Whether a use falls within this
    exception to liability is determined by the role that the use of
    the plaintiff’s name or likeness plays in the main purpose and
    subject of the work at issue.”). These factors support the
    plaintiffs’ position here.
    Under the first and second factors, the former players’
    likenesses have unique value and contribute to the
    commercial value of Madden NFL. EA goes to substantial
    lengths to incorporate accurate likenesses of current and
    former players, including paying millions of dollars to license
    DAVIS V. ELECTRONIC ARTS                          15
    the likenesses of current players. EA has acknowledged,
    “[t]he Madden titles are successful in part because they allow
    consumers to simulate play involving any of the 32 NFL
    teams, using real NFL players.”
    Having acknowledged the likenesses of current NFL
    players carry substantial commercial value, EA does not offer
    a persuasive reason to conclude otherwise as to the former
    players. EA argues that, because there are several thousand
    players depicted in Madden NFL, any individual player’s
    likeness has only a de minimis commercial value. There is no
    basis for such a sweeping statement. EA includes only a
    small number of particularly successful or popular historic
    teams. EA also advertises the inclusion of those historic
    teams in its promotional materials.6 Indeed, we rejected EA’s
    similar reasoning in Keller: “If EA did not think there was
    value in having an avatar designed to mimic each individual
    player, it would not go to the lengths it does to achieve
    realism in this regard. Having chosen to use the players’
    likenesses, EA cannot now hide behind the numerosity of its
    potential offenses or the alleged unimportance of any one
    individual 
    player.” 724 F.3d at 1276
    n.7.
    Under the third and fourth factors, the former players’
    likenesses are featured prominently in a manner that is
    substantially related to the main purpose and subject of
    Madden NFL – to create an accurate virtual simulation of an
    6
    For example, the Official Game Guide for the 2006 edition of Madden
    NFL states: “Historic Rosters are back again. They allow you to play
    ‘what if’-type games. For instance, you can replay the ’78 Dallas
    Cowboys vs the ’78 Steelers in Super Bowl XIII. Just select the teams and
    away you go back in time to play the game. The players do not have their
    actual names, but you can edit them if you want optimum realism.”
    16                 DAVIS V. ELECTRONIC ARTS
    NFL game. See 
    Preston, 765 F. Supp. at 119
    ; Ladany v.
    William Morrow & Co., Inc., 
    465 F. Supp. 870
    , 881
    (S.D.N.Y. 1978). EA has stated publicly it is dedicated to
    “creating the most true-to life NFL simulation experience as
    possible . . . We want to accurately deliver an amazing NFL
    experience in our game.” Accurate depictions of the players
    on the field are central to the creation of an accurate virtual
    simulation of an NFL game. Cf. 
    Lohan, 924 F. Supp. 2d at 455
    –56 (holding the incidental use defense applied when the
    plaintiff’s name was mentioned once in 104 lines of a song
    and the mention was “entirely incidental to the theme of the
    Song”). Therefore, EA has not established a probability of
    prevailing on its incidental use defense.
    IV. Conclusion
    EA has not shown that its unauthorized use of former
    players’ likenesses in the Madden NFL video game series
    qualifies for First Amendment protection under the
    transformative use defense, the public interest defense, the
    Rogers test or the incidental use defense. Accordingly, we
    affirm the district court’s denial of EA’s motion to strike.7
    AFFIRMED.
    7
    Because EA may preserve issues for en banc or Supreme Court review,
    see Singh v. Gonzalez, 
    502 F.3d 1128
    , 1129 (9th Cir. 2007), its appeal of
    issues foreclosed by Keller was not frivolous, and we deny the plaintiffs’
    request for costs and attorneys’ fees pursuant to California’s anti-SLAPP
    statute and Federal Rule of Appellate Procedure 38.
    

Document Info

Docket Number: 12-15737

Citation Numbers: 775 F.3d 1172, 43 Media L. Rep. (BNA) 1073, 113 U.S.P.Q. 2d (BNA) 1341, 2015 U.S. App. LEXIS 154, 2015 WL 66510

Judges: Reinhardt, Fisher, Berzon

Filed Date: 1/6/2015

Precedential Status: Precedential

Modified Date: 10/19/2024

Authorities (19)

Ladany v. William Morrow & Co., Inc. , 465 F. Supp. 870 ( 1978 )

Brown v. Entertainment Merchants Assn. , 131 S. Ct. 2729 ( 2011 )

Singh v. Gonzales , 502 F.3d 1128 ( 2007 )

Preston v. Martin Bregman Productions, Inc. , 765 F. Supp. 116 ( 1991 )

Linder v. Thrifty Oil Co. , 97 Cal. Rptr. 2d 179 ( 2000 )

Mindys Cosmetics, Inc. v. Dakar , 611 F.3d 590 ( 2010 )

Bosley Medical Institute, Inc., a Delaware Corporation, and ... , 403 F.3d 672 ( 2005 )

Archdiocese of Milwaukee Supporting Fund, Inc. v. Mercury ... , 618 F.3d 988 ( 2010 )

Premier Medical Management Systems, Inc. v. California ... , 136 Cal. App. 4th 464 ( 2006 )

Peregrine Funding, Inc. v. Sheppard Mullin Richter & ... , 133 Cal. App. 4th 658 ( 2005 )

Yeager v. CINGULAR WIRELESS LLC , 673 F. Supp. 2d 1089 ( 2009 )

christine-l-miller-guardian-ad-litem-tonnie-savage-guardian-ad-litem-v , 335 F.3d 889 ( 2003 )

Joseph R. Bolker v. Commissioner of Internal Revenue , 760 F.2d 1039 ( 1985 )

Hilton v. Hallmark Cards , 599 F.3d 894 ( 2010 )

Gionfriddo v. Major League Baseball , 94 Cal. App. 4th 400 ( 2001 )

Hill v. National Collegiate Athletic Assn. , 7 Cal. 4th 1 ( 1994 )

Comedy III Productions, Inc. v. Gary Saderup, Inc. , 106 Cal. Rptr. 2d 126 ( 2001 )

Wilson v. Parker, Covert & Chidester , 123 Cal. Rptr. 2d 19 ( 2002 )

Ginger Rogers v. Alberto Grimaldi, Mgm/ua Entertainment Co.,... , 875 F.2d 994 ( 1989 )

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