Apple Inc. has filed a lawsuit against Apple Cinemas, a movie theater chain that recently reopened the former AMC Van Ness theater at 1000 Van Ness Avenue in San Francisco. The tech giant claims the name Apple Cinemas causes consumer confusion and infringes on its trademark.
Apple Cinemas operates 14 locations primarily on the East Coast, with the San Francisco venue being its first on the West Coast. Despite local media clarifying no affiliation between the theater chain and Apple Inc., the company alleges insufficient differentiation.
According to Apple’s attorney Miranda Means, “Consumers should not go to an ‘Apple Cinemas’ theater thinking it is connected to the famous Apple brand, with all its goodwill and brand equity.” The lawsuit demands the removal of the “Apple” name from the cinemas and seeks unspecified monetary damages.
Apple has a notable presence in the entertainment industry, producing films like Killers of the Flower Moon, Napoleon, and F1. The company also previously offered movie viewing through iTunes and has a history with video products, including the Apple Cinema Display monitor.
The lawsuit states that Apple Cinemas attempted to trademark “Apple Cinemas” and “ACX – Apple Cinematic Experience” last year but were rejected due to similarities with Apple’s streaming services. Apple also claims it issued a cease-and-desist letter, which the theater chain ignored.
Apple Inc. further argues that negative online reviews of Apple Cinemas theaters damage its brand. Some reviews reportedly describe the theaters as “greasy,” “dirty,” and “grungy,” although local feedback for the San Francisco location mostly centers on delayed installation of promised reclining seats.
The lawsuit emerges amid Apple Cinemas’ plans for rapid growth, including reopening the Century Blackhawk Plaza in Danville and ambitions to expand to 100 locations nationwide within the next decade.