Not entirely true, at least in the legal profession.
Exposing your name is helpful, but only up to a point. Past that point, the nature of the exposure starts to matter. Just generally having the name of your firm floating around as "experts in IP law" is good. Having your firm name floating around in association with "defended a clear loser of a case" is less good.
You also have to consider to whom you're appealing. The public at large? A specific client base that you can count on for business? I mean, let's look at who's being represented here: a fan film, basically, and one that went waaaaaaaaaaaay over the line in its efforts. So, who is the potential client base? Additional fan films? They have no money. And after Peters (and arguably before), nobody is gonna be dumb enough to try and raise and then spend the kind of money he did. Other small-potatoes copyright infringers? Not likely. Again, they don't have money and they probably aren't a high enough volume client base to really develop as a revenue stream.
All true - but I think the impetus for W&S taking this case - and what makes them stay in (beyond their ethical duty to not abandon a client mid-proceeding if it would prejudice the client) is the hope of making new law on the contours of fair use, and being known as the firm thataccomplished that. Erin Ranahan (bio
here) has been named a "
rising star" for her copyright/IP work, including on other cases with arguably bad facts or unsympathetic defendants.
I'm sure the initial attraction to this case was the
abstract question of "when is a derivative work a legitimate fair use?" When the facts started to come out and painted a poor picture of the defendants, I suspect W&S stayed in because, let's face it, if significant new law
is made, it's the legal arguments and the holding that are remembered, not the facts. (Take, for example,
Campbell v. Acuff-Rose, the seminal Supreme Court case on when "parody" constitutes fair use - who remembers that the defendant was the rap band 2 Live Crew, and the work allegedly infringed was Roy Orbison's "Oh Pretty Woman"?) And Axanar has previously intimated that W&S has their eyes on the (likely) appeal to the 9th Circuit just as much - if not moreso - than the trial at the District Court level; in other words, there is anticipation that they will lose at trial, but hopefully get the verdict overturned at the 9th Circuit Court of Appeals, which is one of the most active appellate courts as far as IP issues and forging new law in this field.
So, in summary, I think the attraction to W&S is being known as the firm behind some landmark ruling on the contours of copyright law - which could bring in a lot more business from "big players" and not just fan films. For example, if W&S gets a ruling at the 9th Circuit that, under certain circumstances, an "independent, professional" Star Trek film can nonetheless be fair use, I could really see a lot of studios - both big and upstart - looking for their guidance on what would be a permissible way of, for example, making an "independent, professional" Star Wars film, or an "independent, professional" James Bond film. Or, the firm just gets known as being visionary on where copyright law is going, which has applicability to any number of clients looking for IP advice.
And if they lose, there's not much harm to them. They've done what all lawyers are bound to do, which is zealously represent their client, and there's no shame in losing so long as they have done that. After all, in
every case, one side wins and one side loses.
M