IMAX Tries To Censor Ars Technica Over SteamVR Comparison

Cutting_Crew writes: An article published last week at Ars Technica looked at the SteamVR virtual reality headset created by Valve. Contained in the article is a quote from game designer Alex Schwartz, who said in reference to the device, "The jump between a regular game and playing a room scale VR experience is X times 100. It’s like saying, 'I have an IMAX theater in my house.' It’s so much better that we can get away with a cumbersome setup." Now, for that single quoted reference, IMAX has sent a trademark complaint to Ars and demanded that they take the story down. "The company said our story required a retraction because it included a brief reference to IMAX—included without IMAX's permission. 'Any unauthorized use of our trademark is expressly forbidden.'"

If you look at the letter from IMAX (PDF), you'll see they think the reference to IMAX is "misleading to readers." They further request that "all future articles regarding this "room-scale" virtual reality system make no reference to our registered trademark." Apparently, IMAX has never heard of the Streisand Effect. Update: 06/19 19:26 GMT by S : IMAX has apologized.

Comments

Streisand Effect.?

[bws111]

Apparently the submitter has never heard of the Streisand Effect. either. The Streisand Effect. is where one does not want publicity, but their efforts to suppress it increase the publicity. IMAX is not trying to hide from any publicity, they just don't want their name used in conjunction with some else's product. And preventing confusion about products is the whole point of trademarks.

Missed opportunity

[fahrbot-bot]

Ars Technica could have misspelled it "iMAX" and pissed off both IMAX and Apple.