Brand owners and filmmakers can both learn from Flight trademark quandary

This month saw the release of Flight, a film that tells the story of an alcoholic airline pilot. Throughout the movie, the protagonist can be seen indulging in a range of brand-name alcoholic beverages. The depiction of real-life brands in the film raises the issue of how much influence rights holders have over use of their marks in artistic works – and provides pointers for filmmakers to avoid costly disputes with trademark owners.