Cite as 203 F.3d 596 (9th Cir. 2000)
497, 507 (2d Cir.1996); see also 4 J. Thomas McCarthy, McCarthy on Trademarks and Unfair Competition § 24.95 (4th ed.1996 & Supp.1999). The district court found the Virtual Game Station does not play PlayStation games as well as the PlayStation console, and that although the Virtual Game Station’s packaging contains a disclaimer to this effect, “game players do not comprehend this distinction.” Order at 24–25. The Sony PlayStation mark therefore suffers negative associations because of this confusion on the part of consumers who play Sony games on the Virtual Game Station software. Id. at 25.
The evidence on the record does not support such a finding of misattribution. The district court relied primarily on a series of semi-anonymous reviews posted on the Internet and submitted by Connectix. As the district court acknowledged, these reviews were neither authenticated nor identified. More important, the print-out of the comments does not reveal the context in which the comments were made; this omission makes the extent of any confusion by game players difficult to assess reliably. The district court also referred to two focus group studies conducted by market research firms at Sony’s bequest. These studies address the difference of quality between the Virtual Game Station and PlayStation, but shed no light on the question of misattribution. Thus, we reject as clearly erroneous the district court’s finding that the Virtual Game Station tarnishes the Sony PlayStation mark on a misattribution theory of tarnishment.
Nor are we persuaded by Sony’s argument that the difference in quality between the two platforms is itself sufficient to find tarnishment. See Deere & Co. v. MTD Prods., Inc., 41 F.3d 39, 43 (2d Cir.1994) (“ ‘Tarnishment’ generally arises when the plaintiff’s trademark is linked to products of shoddy quality,” diminishing the value of the mark “because the public will associate the lack of quality … with the plaintiff’s unrelated goods.”). Even if we assume, without deciding, that the concept of tarnishment is applicable to the present factual scenario, there is insufficient evidence to support a finding of tarnishment. “The sine qua non of tarnishment is a finding that plaintiff’s mark will suffer negative associations through defendant’s use.” Hormel Foods, 73 F.3d at 507. The evidence here fails to show or suggest that Sony’s mark or product was regarded or was likely to be regarded negatively because of its performance on Connectix’s Virtual Game Station. The evidence is not even substantial on the quality of that performance. The Sony studies, each of included eight participants, presented a range of conclusions. One study concluded that “[o]n balance, the results of this focus group study show that the testers preferred the PlayStation gaming experience over the Virtual Game Station gaming experience.” The other concluded that consumers found the Virtual Game Station was “generally acceptable” for one game, but “nearly unplayable” on another. The internet reviews submitted by Connectix also presented a range of opinion; while some anonymous reviewers loved the Virtual Game Station, some were ambivalent, and a relative few hated the Virtual Game Station emulation. In the only review for attribution, Newsweek said the software played “surprisingly well,” and that some games on the Virtual Game Station “rocked.” Steven Levy, “Play it Your Way,” Newsweek, Mar. 15, 1999, at 84. This evidence is insufficient to support a conclusion that the shoddiness of the Virtual Game Station alone tarnishes the Sony mark. Sony’s tarnishment claim cannot support the injunction.
CONCLUSION
Connectix’s reverse engineering of the Sony BIOS extracted from a Sony PlayStation console purchased by Connectix engineers is protected as a fair use. Other intermediate copies of the Sony BIOS made by Connectix, if they infringed Sony’s copyright, do not justify injunctive relief. For these reasons, the district
