Partridge said with the explosion of product placement in recent years, a company might try to make an argument that by the brand appearing in a film, the audience assumed it had granted permission. "You'd have to have proof that people actually making an association and believing it was authorized," he said.
"It might be a different world," he said, adding, "I still think it's an uphill haul."
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AP Entertainment Writers Christy Lemire in Los Angeles and Jake Coyle in New York contributed to this report.
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Anthony McCartney can be reached at http://twitter.com/mccartneyAP
Copyright 2012 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.
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