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IMAX tries to censor Ars Technica over an article headline, then apologizes

Bouzoo
By Bouzoo
in Tech News
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imax-steamvr-640x360.jpg

First let's try and grasp the whole story before coming to early conclusions because of the title. Secondly, let's hope that IMAX won't reach to LTT because I wrote this (and then apologize). 

I personally love IMAX, I watched some movies that were worth watching and would suggest anyone to go there, but this is quite a dumb situation.

 

Earlier this month Ars Technica took a tour at Valve HQ where they got to play with the Vive VR headset. An article was written that had the title: "SteamVR: The room-scale VR world that feels like an “IMAX in your house”". Because of that interesting things happened.

 

IMAX Corporation's Deputy General Counsel, G. Mary Ruby wrote to Ars Technica demanding the article retraction saying:

"Any unauthorized use of our trademark is expressly forbidden".

 

The author of the article replied that this was a quote by Alex Schwarts, game designer that was interviewed for the article, and that the full quote was:

"I have an IMAX theater in my house. It’s so much better that we can get away with a cumbersome setup."

 

IMAX didn't like the response so they replied:

We believe that your incorrect reference to IMAX when describing this product is misleading to readers as we do not believe that it is possible for a virtual reality system to replicate the experience of an IMAX theater, which is provided by cutting edge projection and sound technology on screens up to 35.72 metres. We request that all future articles regarding this "room-scale" virtual reality system make no reference to our registered trademark.

 

Ars decided to write an article about the whole situation, saying that they won't retract article because it's not about IMAX and they feel like "companies believe that owning a trademark actually allows them to control any speech about their product", so that may be the reason for what happened next.

 

Interestingly, IMAX Chief Marketing Officer Eileen Campbell send them another e-mail, apologizing for the whole inconvenience:

"Hi Joe, This is an IMAX-sized mea culpa to you, your team at Ars Technica, and your readers. We are very passionate about our brand and sometimes we can be overzealous in trying to protect it. Unfortunately in this situation we acted too quickly without truly understanding the reference to our brand. Again - we apologize for how this was handled and we will try to be better at taking compliments moving forward!"

 

Personally, this feels like a really dumb situation. IMAX feeled like this might turn people away from going to IMAX if they own a Vive headset? Even if that was the point of the article, you can't tell someone what to write. Afaik, they own the brand, not the word IMAX. This reminded me for some reason when King.com wanted to trademark the word Candy since they own Candy crush. At least they apologized, so kudos there.

 

Original article

Retraction demand article

Apology artice

The ability to google properly is a skill of its own. 

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Posted

It's more of a name brand like Kleenex. I refer to big screens as IMAX.

▓ƆԀ▓ S▓₱▓Ɇ▓c▓s▓: i7 6ʇɥפᴉƎ00K (4.4ghz), Asus DeLuxe X99A II, GT҉X҉1҉0҉8҉0 Zotac Amp ExTrꍟꎭe),Si6F4Gb D???????r PlatinUm, EVGA G2 Sǝʌǝᘉ5ᙣᙍᖇᓎᙎᗅᖶt, Phanteks Enthoo Primo, 3TB WD Black, 500gb 850 Evo, H100iGeeTeeX, Windows 10, K70 R̸̢̡̭͍͕̱̭̟̩̀̀̃́̃͒̈́̈́͑̑́̆͘͜ͅG̶̦̬͊́B̸͈̝̖͗̈́, G502, HyperX Cloud 2s, Asus MX34. פN∩SW∀S 960 EVO

Just keeping this here as a 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this was quite an amusing read, thanks for posting :)

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Imax was being dicky, but they owned up to it and apologized. Good for them to have the balls to take responsibility for their actions, so many companies avoid having to apologize.

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Hey, you gotta give em big props for backing off and doing the right thing in the end.

Chances are someone misquoted the article and the bosses assumed something which wasn't true. After they fired the email and it all blew up they've actually read the article and realised it was an over reaction.

Good job for apologising and retracting Imax, its rare to see a business show some common sense and remorse these days.

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I can see where they are coming from, an IMAX theater and a VR system are very different things- it isn't a very good comparison imo.

 

As others said, at least they backed off.

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Anyone else feel like a lawyer heard about it, got a chubby, and over-reacted before someone with common sense could say something?

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Dubs are better than subs

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Anyone else feel like a lawyer heard about it, got a chubby, and over-reacted before someone with common sense could say something?

There were no lawyers mentioned. I'm not sure what you are thinking.

The ability to google properly is a skill of its own. 

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There were no lawyers mentioned. I'm not sure what you are thinking.

Actually there are. IMAX Corporation's Deputy General Counsel G.. Mary Ruby, which is a fancy way of saying "lawyer"

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Actually there are. IMAX Corporation's Deputy General Counsel G.. Mary Ruby, which is a fancy way of saying "lawyer"

Ah, don't know how things are named there.  :lol:

Nevertheless, I'd expect the lawyers to be the ones that should have some common sense.

The ability to google properly is a skill of its own. 

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Ah, don't know how things are named there. :lol:

Nevertheless, I'd expect the lawyers to be the ones that should have some common sense.

Lawyers play by the rules set by people who have little common sense and they abuse that.

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