Vuitton said the film featured imitations of its iconic monogrammed luggage, and that the studio knew the bags were fakes.
In the buddy movies airport scene, Zach Galifianakiss character Alan carries luggage bearing an LVM monogram rather than the authentic LV. He warns his on-screen friends to take care around his bags: Careful, that is a Louis Vuitton, he says, mis-pronouncing Louis as Lewis.
Apparently, Vuitton pleaded with filmmakers not to use the fake bags, which were manufactured by a company Vuitton is currently suing before the International Trade Commission. Since Warner Bros. proceeded with the imitations, Vuitton is seeking profits from the film (it made $580m at box office) and triple damages. In its court filing Vuitton also demands that Warner Bros. destroy copies of the film and any promotional materials that make use of the airport scene.
Vuitton views these punitive measures as appropriate in light of the 'consumer confusion' it fears the film scene may cause, WWD reported.
We have questions. Such as: isnt part of the comic appeal of the scene the fact that Alan, while so protective of his luggage, cant pronounce the brand name? Doesnt it seem consistent with the screwball character development that slightly wacky Alan would invest in what turns out to be a suite of counterfeit designer luggage? And moreover, dont Vuitton bosses know that a lawsuit will just draw attention to an relatively forgettable scene in a stag-party comedy?More