SAN FRANCISCO — The Ninth Circuit reinstated two authors’ lawsuit against filmmakers who changed the name of their movie from “American Express” to “Gringo,” the same title as the authors’ unrelated book, after the latter became an Amazon No. 1 Best Seller. Though the “Gringo” mark is not federally registered, the authors have plausibly argued that it is protectable because the title acquired a secondary meaning in the market.
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