Disney and Redbox are continuing their legal battle over the codes that customers use to download digital copies of movies. Typically, these codes are included in movie “combo packs” that include DVD and Blu-ray versions of films plus a code that customers can use to download a digital version of the film. Redbox has been purchasing these combo packs, placing the DVDs and Blu-rays in their machines and also enabling customers to purchase the digital download code. Disney says that Redbox’s practice is a breach of their copyrights to the media.
Redbox argues that Disney engages in practices that include false advertising, misuse of copyrights and unfair competition. Additionally, they say that Disney’s behavior is anti-consumer, and they go on to assert that the restrictions that Disney puts on its media is tantamount to copyright misuse.
However, Disney attorney Glenn Pomerantz argues that Redbox is not Disney’s direct competitor. This means that Redbox wouldn’t be able to claim that Disney is using unfair tactics to gain dominance in the marketplace.
Attorney for Redbox Michael Geibelson responded by accusing Disney of “aggressive” behavior in their efforts to prevent Redbox from purchasing movie combo packs, but Pomerantz refutes this claim. He says that Disney and Redbox entered into a contractual agreement, and that Disney is simply trying to enforce that agreement.
Geibelson countered by asserting that Disney does not appropriately outline the terms and conditions of the purchase of movie combo packs. Once again, Pomerantz disputed this argument, saying that customers who purchase a download code have no way of knowing that it came from a combo pack, and therefore they could not be aware of the terms and conditions nor could Redbox claim false advertising.
Both parties acknowledge that talks between them are ongoing. As they continue to battle it out in the courtroom and conference room, it seems clear that the outcome of this case may have a far-reaching effect on other media companies. Now is the perfect time for businesses to consider how well protected their intellectual property is and to explore the efficacy and comprehensiveness of their contracts.