Gered
Mankowitz is a British photographer who photographed many famous musicians
such as Mick Jagger and Annie Lennox. He took several photographs of Jimi
Hendrix in 1967. One of these photographs represents the musician, wearing a
military jacket, holding a cigarette and puffing a cloud of smoke while looking
at the photographer. An original print recently sold
at auction for £2,750.
This photograph was used without authorization in 2013 for
an advertising campaign by Egotrade, a French electronic cigarette company. The
ad showed Jimi Hendrix holding an electronic cigarette and the “Egotabaco”
brand was printed on the ad.
Gered Mankowitz and Bowstir Ltd, the company to which Mr.
Mankowitz has assigned his patrimonial rights to the photography, filed suit in
France. Bowstir claimed copyright infringement and Mr. Mankowitz claimed droit moral infringement. On May 21, the
Paris Tribunal de Grande Instance (TGI), a court of first instance, ruled
that the Jimi Hendrix photograph could not be protected by French intellectual
property law, as it was not original.
Ceci n'est pas une oeuvre originale pour le TGI |
French intellectual property law does not provide a definition
of “originality.” Article
L. 111-1 of the French Intellectual Property Code provides that “[t]he author of a work of the mind shall enjoy
in that work, by the mere fact of its creation, an exclusive intangible
property right enforceable against all. This right shall include attributes of intellectual
and moral attributes as well as patrimonial attributes.” Article
L. 112-1 specifies that the law “protects
the rights of authors in all works of the mind, whatever their kind, form of
expression, merit or purpose.”
The TGI cited the European Court of Justice (ECJ) Eva
Maria Painer. v. Standard Verlags case, where the Court had discussed
the originality of a picture taken by a school photographer. For the ECJ, which
the TGI cited verbatim,
“[a]s stated in recital 17 in
the preamble to Directive 93/98, an intellectual creation is an author’s own if
it reflects the author’s personality. That is the case if the author was able
to express his creative abilities in the production of the work by making free
and creative choices. … As regards a portrait photograph, the photographer can
make free and creative choices in several ways and at various points in its
production. In the preparation phase, the photographer can choose the
background, the subject’s pose and the lightening. When taking a portrait
phoograph, he can choose the framing, the angle of view and the atmosphere
created. Finally, when selecting the snapshot, the photographer may choose from
a variety of developing techniques the ones he wishes to adopt or, where
appropriate, use computer software. By making those various choices, the author
of a portrait photograph can stamp the work created with his ‘personal touch’”
(ECJ 88-92).
Indeed, Recital 17 of Directive
93/98/EEC states that a photograph is original “if it is the author’s own intellectual creation reflecting his
personality, no other criteria such as merit or purpose being taken into
account.” Article 6 of the same Directive states that photographs are
original if “they are the author’s own
intellectual creation.” This directive was repealed by Directive
2006/116/EC, of which Recital 16 reprises the same words than Recital 17.
The TGI then examined the Jimi Hendrix photograph. Gered
Mankowitz had explained to the court that
“this photograph of Jimi Hendrix, as extraordinary as it is rare, succeeds
in capturing a fleeting moment of time, the striking contrast between the
lightness of the artist’s smile and the curl of smoke and the darkness and geometric
rigor of the rest of the image, created particularly by the lines and angles of
the torso and arms. The capture of this unique moment and its enhancement by
light, contrasts and the narrow framing of the photograph on the torso and head
of Jimi Hendrix reveal the ambivalence and contradictions of this music legend
and make the photograph a fascinating work of great beauty which bears the
stamp and talent of its author.”
This argument did not convince the TGI as Mr. Mankowitz,
“as doing so, satisfied himself by highlighting the aesthetic
characteristics of the photography which are distinct from its originality which
is indifferent to the merit of the work, and does not explain who the author of
the choices made regarding the pose of the subject, his costume and his general
attitude. Also, nothing [in this argument] allows the judge and the defendants
to understand if these elements, which are essential criteria in assessing the original
features claimed, that is, the framing, the use of black and white, the light
decor meant to highlight the subject, and the lighting being themselves typical
fora portrait photography showing the
subject facing, with his waist forward, are the fruit of the reflection of the
author of the photograph or the subject, and if the work bears the imprint of
the personality of Mr. Mankowitz or of Jimi Hendrix.”
Since the judges are therefore not able to appreciate
whether this photograph is indeed original, the TGI ruled hat the photography
lacked the originality necessary for its protection by French law, and that “the failure of the description of the
characteristic elements of the alleged originality also constitutes a violation
of the principle of defense rights.” The TGI thus concluded that Mr. Mankowitz
had no intellectual property rights over the photograph.
By doing so, the TGI did not deny that this particular photography
of Jimi Hendrix is not original. Rather, the court was not convinced that originality
of the work was the result of choices made by Mr. Mankowitz. This case is less
about what is an original work than how to prove that a work is indeed original.
As such, this ruling should give pause to French IP practitioners
defending the rights of a photographer, as they must now prove why the author chose
the different elements of a photograph and how these choices reflect his
personality in such a way that the work is original. However, the case will be
appealed, and so the debate on what is an original work, and how to prove, it
is still ongoing in France.