James Bond's global commercial empire is facing a serious legal challenge after a Dubai company filed a lawsuit seeking the cancellation of the relevant trademarks in the European Union and the United Kingdom. The rights holders - US-based Danjaq and Britain's Eon - have asked for more time to prepare their defence, as trademark symbols such as «007», «James Bond» and the iconic phrase «Bond, James Bond» are being challenged.
The appeal is based on a crucial principle of trademark law: if a trademark is not actually used for five consecutive years, it can be invalidated. Austrian businessman Josef Kleidinst, who is developing the mega complex Heart of Europe off Dubai, argues that Bond's trademarks are under-utilised in the market, leaving room for their protection to be weakened.
The argument is reinforced by the long pause in new film production: the last appearance of Daniel Craig was released in 2021, and since then neither a new lead actor nor a timeline for the next film has been announced. This gap creates the risk of the longest historical gap between two Bond films.
The attitude of the agencies and the next steps
Danjaq has already filed its defence in the UK and requested an extension from the EUIPO, which stressed that such requests are accepted when submitted in time. However, it clarified that no further extensions beyond mid-June are envisaged, except in exceptional cases.
The rights to the franchise are shared between Danjaq and MGM Studios, which was acquired by Amazon in 2021 for $8.5 billion. Amazon now has creative control and the ability to move forward with new films and TV spin-offs without prior approval from the historical brand managers.
The next day for Bond
In March it was announced that the next film would be produced by Amy Pascal and David Hayman, two of the most powerful names in the industry. Neither a production date nor a new “007” have been announced, while the legal battle to protect the iconic trademarks is in full swing.
The case is a prime example of how important it is for a trademark to be in constant real-world use, even when it is one of the most recognizable brands in the world.
Source: https://www.skai.gr/news/business/tzeims-mpont-sti-skia-nomikis-maxis-i-aytokratoria-tou
