The renowned Christopher Nolan has n busy and decided to release his latest film, “Tenet,” in theaters during the summer, with a premiere scheduled for July 2020. The new production is being touted as a film that could change the way we perceive cinema in the coming decade. The film has already generated considerable interest due to its poster. The graphic depicts the film’s title written in such a way that the first two letters are visible normally, while the letters E and T are reversed, and the poster itself is divided in half, with one half shown normally and the other upside down. The letter N is located on the central line separating the two halves of the poster. This design is reportedly related to the film’s plot. However, the poster in this form did not please the American company Tenet Components, which manufactures bicycle parts. Representatives of the brand emphasized in their statements that they are in no way affiliated with Christopher Nolan and his latest film, and the similarity between the film’s title on the poster and the company’s logo may be merely coincidental. Unfortunately, due to the director’s popularity, the American company did not hide its concern that people would think the opposite and accuse them of stealing the logo from the controversial poster. According to company representatives, the purpose of registering the trademark on October 9, 2018, was to prevent other, competing companies in the bicycle parts market from using this name. Interestingly, the company decided not to take legal action to protect its rights but emphasized that they do not like the graphic form of the word, but not the use of the word on the poster and as the film’s title. The company’s owner, Tyler Deschaine, also added that he is not interested in any financial gain.
Interestingly, Christopher Nolan himself responded to Tenet Components’ claims. He stated that he had not seen the company’s trademark before and that he had n working on the logo used in the poster independently for the past six years. The word TENET, due to its symmetry, was a source of fascination and inspiration for him, given its similarity to the plot of his latest film. Furthermore, the director indicated that he understands Deschaine’s concerns and that he may use Nolan’s statement, and if the company decides that it does not want the director to use the disputed trademark, its wishes will be respected. We do not know if the parties have reached any agreements in this regard, but in the latest trailer for the film “Tenet,” the text is now displayed in the standard way, rather than upside down.
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