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22 Cardozo Arts & Ent. L.J. 903 (2004-2005)
Too Famous for the Right of Publicity: ETW Corp. and the Trend towards Diminished Protection for Top Celebrities

handle is hein.journals/caelj22 and id is 911 raw text is: TOO FAMOUS FOR THE RIGHT OF PUBLICITY: ETW Corp. AND THE TREND TOWARDS DIMINISHED PROTECTION FOR TOP CELEBRITIES TABLE OF CONTENTS INTRODUCTION ............................................... 904 I. BACKGROUND ............................................. 908 A. The Right of Publicity's Private Roots ................ 908 1. The Right of Privacy is Recognized ........... 909 2. Publicity Rights for a Burgeoning Mass Media 909 3. Zacchini and the Expanding Scope of Protection .................................... 911 B. Rationales for the Right of Publicity .................. 912 C. The First Amendment Limit to the Right of Publicity .. 914 1. The Rationales for First Amendment Protection .................................... 914 2. The Scope of the First Amendment and its Levels of Protection ...................... 915 3. Distinguishing Commercial from Communicative Speech, and the Effect on Right of Publicity ............................. 916 II. ETW CORP. AND NEW FACTORS IN BALANCING FIRST AMENDMENT AND PUBLICITY RIGHTS .................... 918 A. Transformative Use and Additional First Amendment Analysis in ETW Corp ............................. 918 B. Economic Analysis of Publicity Rights in ETW Corp.. 920 1. Economic Incentives to Create Entertainment 920 2. Reaping the Fruits of One's Labor ........... 921 3. The Celebrity and Society .................... 922 4. The Structure of ETW Corp.'s Economic A nalysis ...................................... 922 5. Undefined Rights of Lesser Celebrities ....... 923 III. UNDERSTANDING THE SIXTH CIRCUIT'S SHIFT IN FOCUS 923 A. The Appeal of the Cultural Studies Approach to Celebrity ........................................... 924 B. ETW Corp. 's Use of the Cultural Studies Approach .... 927 C. Hazards of the Cultural Studies View ................ 928 1. The Overlooked First Amendment Bar to the Right of Publicity ............................. 929 903

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