A Whole New World
Good evening, and good morning!
This week we received some exciting Disney news from the tech world, and it inspired me to stay up late — burning some serious midnight oil — researching popular Disney patents and trademarks.
A few days ago at the Worldwide Developers Conference (WWDC), Apple and The Walt Disney Company rocked the tech world when Disney CEO, Bob Iger, announced Disney+ will be available on the tech giant’s new platform, Apple Vision Pro, when the system launches next year in early 2024.
The Apple Vision Pro headset allows the users to experience augmented reality (AR), which is a seamless blend of digital content and elements found in the real world. I am not a tech person, so I and going to use this quick video to better explain what the Apple Vision Pro is and why it is going to be revolutionary in partnership with Disney+.
A quick disclaimer, I do not make a profit on the sale of any merchandise featured on my substack. I hope you enjoy Bob Iger’s portion of the presentation.
Iger’s announcement came moments after Apple unveiled its new AR headset. Although the headset comes with the hefty price tag of $3,499, the system includes a movie theater option that offers the image of a full and large screen when watching TV shows and movies.
“The heart and soul of the company is creativity and innovation.” Bob Iger
The Apple Vision Pro utilizes multiple proprietary processes, called intellectual property (IP). Intellectual property is protected as proprietary knowledge by a patent, under the law through the U.S.Patent and Trademark Office.
Patents and trademarks protect the intellectual property and the processes behind some of our favorite Disney attractions, films and experiences.
The term patent usually refers to the right granted to anyone who invents something new, useful and non-obvious. A patent is often referred to as a form of intellectual property right, an expression which is also used to refer to trademarks and copyrights.
Did We See this Coming?
While researching this article, I stumbled upon two very interesting patents filed a few years ago by Disney Enterprises, Inc. with the U.S Patent and Trade Mark Office; one on February 10, 2017 and the other on May 30, 2020.
While it is unclear if these patents are being used on the new Apple Vision Pro in collaboration between Apple and The Walt Disney Company, it is interesting to read the patents and wonder how else they would be used in upcoming Disney projects. The patents are a little dry to read, but it is interesting to look at the ‘date of patent’ and the description.
Systems and methods for using augmented reality with the internet of things
Patent number: 11663783
Abstract: This disclosure relates to systems and methods for using augmented reality with the internet of things. An augmented reality experience may be provided based on an operation of an object. Operation status information of a detected object may be obtained and a visual effect may be determined based on the operation status information. An object may be controlled using augmented reality. Operation status information of a detected object may be obtained and a control option may be determined based on the operation status information. A visual effect may be determined based on the control option and a user input regarding the control option may be obtained. A control information configured to effectuate a change in the operation of the object may be transmitted to the object.
Type: Grant(ed)
Filed: February 10, 2017
Date of Patent: May 30, 2023
Assignee: Disney Enterprises, Inc.
Inventors: Michael P. Goslin, Eric Haseltine, Joseph Olson, Timothy Panec, Katherine M. Bassett, Blade Olson
Holographic Imagery for on set Eyeline Reference
Patent number: 11656578
Abstract: Techniques for using holographic imagery for eyeline reference for performers. A first computer generated object is identified for display to a first performer at a designated physical position on a set. A first holographic projection of the first computer generated object is generated using a first holographic display. The first holographic display is configured to make the first holographic projection appear, to the first performer, to be located at the designated physical position on the set. One or more images of the performer are captured using an image capture device with a field of view that encompasses both the first performer and the designated physical position on the set. The captured one or more images depict the first performer and do not depict the first holographic projection. The first computer generated object is added to the captured one or more images after the capturing.
Type: Grant(ed)
Filed: July 22, 2020
Date of Patent: May 23, 2023
Assignee: Disney Enterprises, Inc.
Inventors: Evan M. Goldberg, Alexa L. Hale
It All Started with The Mouse
Arguably the most famous of Disney’s trademarks is the likeness of Mickey Mouse. Mickey was originally designed and created in 1928 by animator Ub Iwerks and Walt Disney. The original patent was filed in June 1929, and accepted by the patent office in December of 1930. The likeness of Mickey has been trademarked for everything from cartoons, to his reference in songs and media, and for merchandising.
Since the company’s beginnings in 1923, The Walt Disney Company has been on the cutting edge of entertainment technology in both film and in theme parks. At the time of this publication, Disney has a total of 6,045 patents in its global patent portfolio. Out of Disney’s 6,045 patents, 4,109 are active.
Of these 4,109 patents, I have pulled five patents which are corner stones of both Disney parks and Disney films.
“Around here, however, we don't look backwards for very long. We keep moving forward, opening up new doors and doing new things… and curiosity keeps leading us down new paths.” Walt Disney
Art of Animation, The Multiplane camera
Filed for patent as “The Art of Animation” September 1, 1936, Disney’s revolutionary multiplane camera solved the problem of creating depth and perspective while revolutionizing the animation process.
The multiplane camera was invented in 1933 by Disney animator and director Ub Iwerks. The camera system worked by enabling animators to position their layers of acetate animation cels at varying distances and offsets in a vertical column. They could then shoot a camera downward to compose the cels into a single frame.
Inspired by the layout of a theater stage, the new device allowed characters, props, scenery, and stationary backdrops to be placed in different layers with actual space between them.
It allowed animators to create more realistic, higher quality films.
The Amusement Park Castle, Cinderella Castle
The likeness of Cinderella Castle, and the other amusement park icon castles, are patented and trademarked with the U.S. Patent and Trademark Office.
The castle icon was inspired by a variety of real and fictional palaces, including Neuschwanstein Castle, Schwerin Castle, Hohenzollern Castle, Château d'Ussé and Fontainebleau. The chief designer of the castle, Herbert Ryman, also referenced the original design for the castle in the film franchise Cinderella when designing the castle.
The Cinderella Castle icon can also be seen used in the opening credits in Disney films, and television series as the company trademark.
Amusement ride system - Omnimover Attractions
Disney is famous for its Omnimover style attractions. The Omnimover is an amusement ride system used in several dark rides featured in Disney theme park attractions. Roger Broggie and Bert Brundage developed the system for WED Enterprises, which patented the Omnimover in April 1968. The term Omnimover was coined by Imagineer Bob Gurr.
The ride system was descended from the PeopleMover ride system developed for Ford's Magic Skyway at the 1964 New York World's Fair. It featured continuously-moving ride vehicles like its predecessor, but also had the ability to swivel each car 360 degrees so that riders would see what the ride designers intended them to see.
The Panoramic Motion Picture Presentation Arrangement - Circle-Vision 360°
Before being patented in 1960, Circle-Vision 360° — originally called Circarama because the camera apparatus was mounted to a car for filming— debuted in Disneyland’s Tomorrowland with the film titled, “A Tour of the West.” Circarama used eleven 16mm projectors mounted on the roof of a car to create a completely circular picture on a 360-degree screen.
In the original film, Guests were able to look out in every direction and observe views of the Grand Canyon, Monument Valley, Las Vegas, Balboa Bay, and the streets of Los Angeles. The patent for Circarama was filed on the one-year anniversary of Disneyland by both Walt Disney and Ub Iwerks, and was granted four years later on June 28, 1960.
The Rotating Roller Coaster Vehicle
Theme park insiders became very excited in 2018 when Disney filed a patent for a rotating roller coaster vehicle.
While going through the traditional drops and loops of a fast coaster, passenger cars would face left or right to follow the natural track or give them better viewing opportunities for theming and displays that surround it.
This new ride system would turn out to be the basis for the 2022 Epcot attraction, Guardians of the Galaxy: Cosmic Rewind. The rotating, ‘story telling coaster’ became the ‘breakout’ star of Disney World’s 2022 Summer season, and continues to be wildly popular today.
“I believe in being an innovator.” Walt Disney
Thank you for taking the time to read this article. I hope you enjoyed learning more about patents and trademarks, and some of Disney’s more famous innovations. We are in the process of expanding our community and we appreciate your readership.
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Stay optimistic, and see you real soon!
Sincerely,
Harper