After ‘Marcosing’ The Kingmaker Imelda's image, ad agency says sorry

·2 min read
The image (left) released by Showtime shows Imelda Marcos from the documentary
The image (left) released by Showtime shows Imelda Marcos from the documentary "The Kingmaker" and the billboard (right) by Digital Out-of-Home Philippines (DOOH) that infringed the film's image copyright. (Photos: The Kingmaker - Lauren Greenfield/Showtime via AP; DOOP billboard - KJ Rosales/The Philippine Star via Lauren Greenfield/Twitter)

Ad agency Digital Out of Home Philippines (DOOH) apologized to “The Kingmaker” director Lauren Greenfield after using her image of Imelda Marcos without her permission.

The director called them out after a billboard was seen along Epifanio delos Santos Avenue greeting the late dictator’s wife on her “93th” [sic] birthday.

“Clearly, whoever stole my image to wish Imelda Happy Birthday doesn’t understand copyright infringement,” Greenfield said.

The award-winning filmmaker added, "The owner of the offending LED billboard company is Alvin Carranza, a known Marcos apologist. Regardless of his political views, the media industry is not going to appreciate copyright infringement as it puts everyone’s IP at risk of abuse. Bad business!"

Greenfield asked DOOH and its owner to explain the IP breach, saying "Perhaps Mr. Alvin Carranza and Digital Out-of-Home PH can explain why they are involved in the copyright infringement of my work?"

DOOH was apparently not aware that the image was copyrighted.

“First, we would like to sincerely apologize for using your "Kingmaker" image for our billboards.

We must confess that we were unaware of your copyright, and we appreciate that you brought the matter to our attention,” they said. “Please be informed that as soon as we were made aware of the issue, we immediately took the greeting down. We take full responsibility for the mistake, and we are truly sorry.’

Just after apologizing, DOOH offered its advertising services to Greenfield.

“Please know that we are willing to make this right with you, and if you will need our services in the future, please do not hesitate to give us a call, and we assure you that we will extend all the help that we can give,” they said.

Mark Ernest Famatigan is a news writer who focuses on Philippine politics. He is an advocate for press freedom and regularly follows developments in the Philippine economy. The views expressed are his own.

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