The Walt Disney Company is once again facing backlash, this time for targeting a small Chilean car wash.
La Casa del Ratón recently filed a lawsuit against a “Star Wars”-themed car wash located on the outskirts of Santiago, which uses the fountain and themed decoration of the classic space drama.
Photos and videos posted online from Star Wash even show workers dressed as characters, with Chewbacca cleaning windshields, Boba Fett and Cassian Andor wielding hoses, and Darth Vader appearing to use the force to summon wipes.
For its take on the traditional car wash, Star Wash has earned more than 26,000 followers worldwide on Instagram.
But when owner Matías Jara tried to register the name Star Wash with the Chilean patent authority, Lucasfilm (the “Star Wars” producer that Disney bought for $4 billion in 2012) filed a lawsuit against him.
The company alleges that the name Star Wash is too similar to the space saga, which could lead customers to associate the car wash with the franchise.
Disney has sued a “Star Wars”-themed family car wash in Chile. Instagram/starwashchile
“They say our name ‘Star Wash’ creates confusion because someone may come with the intention of buying a movie, a helmet or a figure that they sell,” Jara said.
“This is not the case. We have a car wash called ‘Star Wash’ since it is a star wash.
“We don’t make movies or sell their products or anything like that.”
Jara says the company doesn’t seem to have any problem with attendees being dressed as the characters, and said it was his daughter who came up with the name after visiting one of the US theme parks.
Now he is trying to fight back at the company, suggesting that the two names are quite different and arguing that Lucasfilm’s copyrights do not extend to car washes, although they do include merchandise and toys.
Photos and videos posted online show employees dressed as characters. Instagram/starwashchile
Jara is now trying to drum up support for his business, posting a video of Darth Vader visiting the car wash with the caption: “In a galaxy rife with conflict, a legal battle of epic proportions arises.
“At the epicenter of this war, “Star Wash,” a modest family business, finds itself caught in a confrontation with the imposing Lucasfilm Empire,” he says.
“We will stay strong, the force is with us.”
Last month, the car wash even hired a Pedro Pascal impersonator to raise awareness about its fight against Disney at a local shopping center.
“Of course this lawsuit is affecting us,” Jara said. “We’re a small business and we spent on things we hadn’t budgeted for.”
As news of the lawsuit spread online, several people suggested that the car wash ran a better company. X/Trevor_Drake_ Others criticized the House of Mouse for attacking a small family business. X/AussieBro4Chan
As news of Disney’s latest legal adventure spread, many on social media attacked the company.
“Since 1977, Star Wars has become a global phenomenon,” one X user wrotestating that it was only “a matter of time before things like this car wash happen.”
“Disney, the billion-dollar company, is pursuing a random car wash in South America that could barely turn a profit.”
“Praying Star Wash wins that sh…” another user posted.
Others suggested the car wash ran a better company, after the House of Mouse lost at least $1 billion following a disastrous year at the box office.
Disney+ also lost $387 million in the fourth quarter of 2023, while its theme parks continue to see fewer visitors as prices rise.
A German illustrator suggested that “Star Wash looks like [is making] more money” after losing at least $1 billion at the box office last year. X/MichelVan4
“Star Wash does more for the franchise than Disney, to be honest,” X user commented.
In an effort to turn the company around, CEO Bob Iger said Disney will now focus on quality over quantity, releasing fewer shows and higher-end movies.
“We’re all rolling up our sleeves, including myself, to do just that,” Iger said in a November earnings conference call, according to Newsweek.
“We have absolutely fantastic assets [and] Great stories to tell.”
The Post has contacted the Walt Disney Company for comment.
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Source: vtt.edu.vn