Avatar 2 is going to be released!

It was set on December 16 and synchronized with North America. The sequel is entitled "Avatar: The Way of Water", with a length of 3 hours and 10 minutes.

Why is Avatar so expected?

The first Avatar was released in North America on December 16, 2009, and landed in mainland China in January of the next year. Including the re release after the epidemic, Avatar has grossed more than 2.9 billion US dollars worldwide and is the world's film history champion.

Thirteen years ago, "Avatar" caused a sensation, which was well received and remembered by the audience. It is not only a film, but also brought about the renewal and subversion of technology, ideas and thinking. Today, it still has a great impact.

"Avatar" promoted the innovation of 3D technology in film, won 9 Oscar nominations at that time, and created a grand movie viewing event of "one vote is hard to get", which is enough to witness the influence of this IP.

The powerful cast of Avatar 2: The Way of Water, which was released 13 years later, still attracts fans around the world, including Sam Worthington, Zoe Soldana, Sigourney Weaver, Kate Winslet, Michelle Yeoh, David Hughes, Van Diesel and other famous stars.

In the film, the plot of Avatar: The Way of Water will be continued five years after the first film.

It tells the story of Jack from the earth, who is now the head of the Nami tribe on Pandora planet. He has a pair of lovely children with his wife Natalie, and is facing the coming new crisis. Jack, his family and his people jointly resist threats and take risks.

Avatar: The Way of Water has a large number of underwater scenes. The main technical difficulty lies in underwater motion capture. In order to better present the visual effect, the production budget has also reached an amazing level.

It is reported that Avatar 2 is one of the most expensive films in Hollywood history, with the production cost of about 350 million to 400 million dollars. Director James Cameron once said that Avatar 2 is the worst business case in film history, "too much money"! Only when the box office reaches the third or fourth place in the box office list of single films in film history (US $800 million in North America and around US $2 billion in the world) can the cost be recovered, and more money is needed to make profits. Professionals predict that the cumulative box office of Avatar 2 is expected to reach 4 billion yuan.

Now, under the influence of the epidemic and fragmented entertainment, cinemas need works with both sensory stimulation and narrative like Avatar to call fans back.

According to online information statistics, Avatar 2 wants to see the number of people keep growing. From the perspective of audience age, the audience aged 20-29 accounts for more than 50%.

There are also thousands of cinemas nationwide waiting for Avatar 2 with the audience. Before the arrival of the Spring Festival, cinemas are in urgent need of blockbusters to "extend their lives" and bring back the audience and popularity, so the finalization of Avatar 2 is just in time.

The first part became popular. In the warm-up period of the second part, the trademark was rush registered?

The data shows that there are more than 1000 pieces of information about the application for registration of the "Avatar" trademark, including many companies and natural persons. As the producer of the film "Avatar", 20th Century Fox Film Company began to apply for the "Avatar" trademark in 2018, and the international classification includes design research, scientific instruments, education and entertainment, etc.

In addition, at the end of 2021, the company applied to register the trademark "Avatar: Back to Pandora" in the three categories of 9, 41 and 42 respectively.

In addition, the time period for the centralized application of the "Avatar" trademark is very consistent with the time period for the release of the film "Avatar".

In 2009, the number of "Avatar" trademark registration applications was 48; In 2010, the number of trademark applications reached a peak, with 679, accounting for more than 70% of the total number of "Avatar" trademark applications. The film Avatar was released in North America on December 16, 2009, and in China at the beginning of 2010.

In addition, there are still many "Avatar" trademarks in the status of "registration application". The applicants include many natural persons, food processing companies, toy companies, etc. The international classification includes food, catering and accommodation, medical equipment, etc.

Popular films and TV plays become the trademark of "disaster hit area"

In recent years, the well-known popular movie and television brands have been registered one after another.

The domestic TV series "An Jia" was released, and the most registered category of the series "An Jia" was 36, which was consistent with the industry attribute of the real estate agency company in the play. Even the names of the heroes and heroines in the play were also snapped up!

The TV series "The Name of the People" and its sister piece "The Justice of the People" have not been broadcast yet, and 10 trademarks have been registered!

Once the TV drama "Zhibu" was broadcast, 35 trademarks were registered!

What's more, the TV drama "Legend of Mi Yue" has been registered with more than 400 related trademarks! Shortly after the launch of the TV series "Menghualu", the company has submitted several applications for registration of the "Menghualu" trademark, and "Gu Pan Shenghui" and other derivative words of "Menghualu" have also been applied for registration as trademarks.

It is not difficult to see from these hot movie and television brands that people who want to get something for nothing by "rubbing heat" are here. It also proves that intellectual property protection has not been fully paid attention to, so it gives people who want to take advantage of it.

Of course, for those film and television drama enterprises that have good intellectual property protection, they have indeed avoided many unnecessary litigation disputes. For example, after the release of the film "Nezha's Devil Child Comes to Earth", the distributor of Light Media submitted more than 1800 trademark registration applications, almost all of which are related to the film "Nezha's Devil Child Comes to Earth".

Before the movie "Hello, Li Huanying" was released, all kinds of trademarks were registered in advance.

The TV series "Chen Qing Ling" began to register relevant trademarks such as "Chen Qing Ling" and "Demon Ancestor" before the TV series was broadcasted. Later, it was added to register nearly 300 trademarks related to the TV series, including "Lan Forgot the Secret", "Wei Wuxian", "Lan Sizhui", "Wen Ning", "Fei Zixiao", from the main character to the supporting role to the props.

The brand does not move the trademark first, which can really avoid being rubbed off and divided into traffic, and fight against the greedy behavior of illegal squatters.

How to avoid rush registration of trademarks

In today's society where the Internet is so developed, no matter some hot spots, the names of movies and TV plays, the content of dramas, and the names of stars are frequently snapped up as trademarks. In this era where intellectual property rights are crucial, how can we protect our trademarks from being snapped up by others?

When it comes to preventing trademarks from being snapped up, we should mention the commonplace topic. The following three points can be used to prevent trademarks from being snapped up.

1. Registered trademark of the same name

The best way to prevent malicious rush registration of trademarks is to register trademarks first.

As long as an individual or a company has successfully registered a trademark, the appeal will be rejected due to infringement of the prior rights and interests of others in case of rush registration of a trademark.

2. Registered defensive trademark

There are 45 trademark categories in total, and the scope of protection for registered trademarks of different categories is different.

In order to maximize the protection scope of its own trademark, in addition to the registration of the trademark with the same name, it is also necessary to register a defensive trademark. Namely, relevant categories with the same name shall be registered, and relevant trademarks of the same category and relevant categories of similar trademarks shall be registered.

The registration of defensive trademarks may consume more time, energy and money. It is recommended to authorize the entrusted trademark agency to start with simple defense.

3. Handling of trademark opposition application

The Trademark Law requires that the trademark shall be publicized for 3 months after the trademark registration is approved. During this period, the prior obligee or interested person or enterprise can prepare materials and certificates in advance and clearly file an application for trademark opposition with the State Trademark Office. After the trademark opposition is approved, the trademark application filed by others will not be approved.

As for the malicious registration of the names of celebrities, the registration of others' names as trademarks without the permission or permission of the name holders is an infringement of others' name rights and reputation rights. The prior rights include but are not limited to name rights, portrait rights, copyright, etc.

For film and television producers, they should not only devote themselves to creation and marketing, but also protect their works.

On the one hand, we should respect the intellectual property rights of others. Before the film name is determined, we should use trademark retrieval, work retrieval and other means to avoid similar names infringing on prior rights; On the other hand, we should also actively protect our rights, register the film name, IP characters, and other important symbols at the film shooting or planning stage, provide legal protection for films and their derivatives, and avoid unnecessary disputes.

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