Actor Sydney Sweeney is under fire for a provocative promotion that used a Hollywood icon as its stage. Ahead of the launch of a new lingerie brand, allegations have surfaced that she attempted to drape a bra on the Hollywood sign, raising legal controversy over whether the shoot exceeded permitted activity.
On the 26th (local time), TMZ reported that Sweeney recently late at night climbed one of the large letters of the Hollywood sign with a production crew and filmed a scene in which she draped a bra like a rope. The released video captured the actor climbing the letter, adding to the shock. The video is said to have been shot for Sweeney's new lingerie brand campaign.
The issue is the scope of the permit. According to reports, the production received a filming permit from FilmLA, but it is claimed that this did not authorize acts that would "touch, climb, or physically alter" the sign. In fact, the Hollywood Chamber of Commerce reportedly warned via email that "a separate license is required to use the image of the Hollywood sign commercially, and no such license request has been received."
The Hollywood sign is a landmark whose intellectual property (IP) is strictly protected. In the past, unauthorized access or performance attempts have often resulted in arrests and fines. Immediately after this shoot most of the bras were removed, but there were also testimonies that some remained at the scene.
Online reactions are mixed. Praise calling it a "genius viral" move clashes with criticism that it is a "reckless act bordering on desecration of a symbol." Some cynically noted that "the promotional effect is greater than the fine." However, the prevailing view is that without retroactive licensing, commercial use of the video could be difficult.
Meanwhile, Sweeney's lingerie brand is drawing industry attention after reports that it received investment from Amazon founder Jeff Bezos. Whether the bold marketing crossed legal boundaries will depend on future licensing determinations and actions by authorities.
[Photo] ©Gettyimages (unauthorized reproduction and redistribution prohibited)
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