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Fine Brothers vs YouTube Community: React World, Trademark Backlash and Cancellation

Fine Brothers Entertainment built one of YouTube's most successful branded reaction franchises through Kids React, Teens React, Elders React and related shows. On July 10, 2015, Fine Brothers Properties filed a U.S. trademark application for the standalone word REACT in connection with online entertainment programs involving the observation and interviewing of groups of people. On January 26, 2016, Benny and Rafi Fine announced React World, a global licensing program that would allow outside creators to make localized versions of FBE's branded formats using production materials and support in exchange for a share of revenue. The announcement triggered a major backlash because reaction videos long predated the Fine Brothers and creators feared that the REACT trademark and licensing system could give FBE excessive control over a broad online genre. FBE repeatedly said it did not own reaction videos generally and that creators remained free to make independent reaction content, but critics pointed to previous takedown disputes involving similar channels and to the breadth of the trademark filing. Prominent creators published reaction videos and parodies, Reddit discussion exploded and the Fine Brothers channel lost hundreds of thousands of subscribers. On January 31, FBE released an Update video acknowledging that it had badly explained the project, but the backlash continued. Fine Brothers Properties filed an express abandonment of the REACT application on February 1. On February 2, FBE issued a formal apology, canceled React World, promised to rescind its React trademarks and applications and said it would release all past Content ID claims. The standalone REACT application was formally recorded as abandoned on February 4. The dispute ended without React World launching as planned and became a frequently cited example of creator backlash against attempts to formalize or franchise an online video format.

FBEParticipantFine Brothers EntertainmentBFParticipantBenny FineYTCParticipantYouTube creator communityRFParticipantRafi Fine

Timeline

16 events
EventGUARDIAN · CONTEXTVerified by the editors

Fine Brothers launched Kids React

Fine Brothers Entertainment launched Kids React, the first major series in what became the React franchise. The series established a recurring format in which a demographic group watched media or technology and was then interviewed about it. Reaction videos existed before the Fine Brothers, but their branded and edited format became one of YouTube's most recognizable reaction franchises.

YouTube network's plan to trademark 'react' sparks backlash ↗
Checked October 16, 2010 at 06:00 AM
EventUSPTO RECORD MIRROR · LEGALVerified by the editors

Fine Brothers Properties filed a U.S. trademark application for REACT

Fine Brothers Properties, Inc. filed U.S. trademark application serial number 86689364 for the standard-character mark REACT. The application covered entertainment services consisting of ongoing online programs and webisodes involving observing and interviewing groups of people. The filing did not create a copyright over reaction videos or ownership of the ordinary English word in every context; it sought trademark protection within the stated class of entertainment services.

TEAS RF New Application for REACT - Serial 86689364 ↗
All sources2
1TEAS RF New Application for REACT - Serial 86689364USPTO record mirror · Linktrademark_record2REACT Trademark - Serial Number 86689364Justia Trademarks · Linktrademark_database
Checked July 10, 2015 at 06:00 AM
Start of the conflictYOUTUBE · INITIALPrimary source

Fine Brothers announced React World

Benny and Rafi Fine announced React World in REACT AROUND THE WORLD?!?! (Special Announcement). The program was designed as a licensing network allowing creators and companies to produce localized versions of Fine Brothers formats such as Kids React, Teens React and other shows. FBE said licensees would receive format materials, graphics, production guidance and promotional support in exchange for a share of revenue rather than an upfront licensing fee. YouTube publicly supported the plan as an example of digital brand expansion.

YouTube01:42Video sourceREACT AROUND THE WORLD?!?! (Special Announcement)Open on the platform ↗
All sources2
1REACT AROUND THE WORLD?!?! (Special Announcement)YouTube · Videoprimary_removed_or_archived2YouTube’s Fine Brothers Entertainment Will Let Fans Create Their Own ‘React’ VideosYahoo / Variety · Linkcontemporaneous_secondary
Checked January 26, 2016 at 06:00 AM
ReactionKNOW YOUR MEME · REACTIONVerified by the editors

The React World announcement triggered large-scale Reddit and creator backlash

A Reddit thread about the trademark and licensing plan reached the front page and accumulated thousands of votes and comments. Critics argued that reaction videos predated the Fine Brothers and feared that the REACT trademark and licensing system could be used to police a broad genre. Some criticism incorrectly described the dispute as an attempt to copyright all reaction videos. The legal mechanism actually at issue was trademark and format licensing, although previous takedown activity made fears of aggressive enforcement more credible to many creators.

The Fine Brothers - React World and Trademark Controversy ↗
All sources2
1The Fine Brothers - React World and Trademark ControversyKnow Your Meme · Linksecondary_archive2YouTube network's plan to trademark 'react' sparks backlashGuardian · Linkcontemporaneous_secondary
Checked January 28, 2016 at 06:00 AM
ReactionTHETVDB · REACTIONVerified by the editors

Cr1TiKaL published Reacting to FineBros Announcement

Cr1TiKaL published a direct reaction criticizing the React World announcement as overreach. The video became one of several high-profile creator responses that turned the issue from a trademark and licensing story into a broader YouTube-community revolt.

penguinz0 - Season 2016 ↗
All sources2
1penguinz0 - Season 2016TheTVDB · Linkmetadata_confirmation2The Fine BrothersKnow Your Meme · Linksecondary_confirmation
Checked January 28, 2016 at 06:00 AM
CommentaryYOUTUBE · REACTIONPrimary source

Boogie2988 published Reacting to React World by the Fine Bros

Boogie2988 released a fifteen-minute reaction expressing concern about the proposed licensing model and the implications of protecting the React branding. His response was part of a widening creator backlash that included supporters, critics and creators who distinguished between legitimate protection of a specific show format and perceived ownership of reaction videos generally.

YouTube01:42Video sourceReacting to React World by the Fine BrosOpen on the platform ↗
All sources2
1Reacting to React World by the Fine BrosYouTube · VideoPrimary source2boogie2988 video archiveLet's Play Index · Linkmetadata_confirmation
Checked January 29, 2016 at 06:00 AM
ResponseGAMESPOT · RESPONSEVerified by the editors

Fine Brothers posted a clarification saying they did not own reaction videos generally

FBE responded through Facebook and the description of its announcement, saying it did not own or hold copyright over reaction videos in general and that creators did not need permission to make ordinary reaction content. The company said React World was a voluntary licensing program for its specific branded show formats. Critics remained concerned because the separate REACT trademark application and FBE's history of disputes over similar channels made the practical boundaries unclear to them.

Popular YouTubers Trademark 'React,' Find Themselves in Hot Water ↗
All sources2
1Popular YouTubers Trademark 'React,' Find Themselves in Hot WaterGameSpot · Linksecondary_preserving_primary_statement2YouTube’s Fine Brothers react to ‘react’ trademark bidThe Drum · Linksecondary_preserving_primary_statement
Checked January 29, 2016 at 06:00 AM
ResponseYOUTUBE · RESPONSEPrimary source

Fine Brothers released Update after the negative response intensified

Benny and Rafi Fine uploaded a video simply titled Update and acknowledged that they had badly explained React World. They used a franchise analogy to argue that creators could still make independent reaction videos while voluntarily joining the Fine Brothers system to use its specific formats and branding. The explanation did not stop the backlash, and the video was later removed along with the original announcement.

YouTube04:36Video sourceUpdateOpen on the platform ↗
All sources2
1UpdateYouTube · Videoprimary_removed_or_archived2Popular YouTubers Trademark 'React,' Find Themselves in Hot WaterGameSpot · Linksecondary_preserving_primary_video
Checked January 31, 2016 at 06:00 AM
ReactionSOCIAL BLADE · REACTIONVerified by the editors

The Fine Brothers channel lost more than 100,000 subscribers in a day

Social Blade reported that the main Fine Brothers Entertainment channel lost more than 100,000 subscribers on the Sunday following the announcement and nearly 20,000 subscribers during one sixty-minute period. Other contemporary reports recorded the overall loss growing into the hundreds of thousands. Exact totals depend on the measurement window, so the chronology avoids presenting a single lifetime loss figure as definitive.

The Fine Brothers announce React World; fans unsubscribe in droves ↗
All sources2
1The Fine Brothers announce React World; fans unsubscribe in drovesSocial Blade · Linkanalytics_reporting2TheFineBros Drop 81,000 Subscribers Following React World BacklashTenEighty · Linkcontemporaneous_secondary
Checked January 31, 2016 at 06:00 AM
CommentaryKNOW YOUR MEME · REACTIONVerified by the editors

Mega64 and other creators turned the licensing proposal into parody

Mega64 published REACTION TO THE FINE BROS 'REACT'?!?! (SPECIAL ANNOUNCEMENT), parodying React World by proposing absurd ownership and licensing ideas of its own. FilmCow, Philip DeFranco and numerous other creators also published responses. The parodies illustrate how the controversy had become a community-wide argument about whether corporate-style format control was compatible with YouTube's remix and creator culture.

REACTION TO THE FINE BROS 'REACT'?!?! (SPECIAL ANNOUNCEMENT) ↗
All sources2
1REACTION TO THE FINE BROS 'REACT'?!?! (SPECIAL ANNOUNCEMENT)Know Your Meme · Linkarchive_preserving_primary_video2DeFranco Reacts to the FineBros/React World ScandalWikimedia Commons · Linkarchive_of_primary_commentary
Checked February 1, 2016 at 06:00 AM
EventUSPTO RECORD MIRROR · LEGALVerified by the editors

Fine Brothers filed an express abandonment of the REACT trademark application

USPTO records show that Fine Brothers Properties filed an express abandonment of the REACT application on February 1. The application had already been approved for publication and was scheduled for the opposition stage. The filing is the strongest legal confirmation that the company formally withdrew the standalone REACT application rather than merely promising to stop pursuing it.

REACT - Fine Brothers Properties, Inc. Trademark Registration ↗
All sources2
1REACT - Fine Brothers Properties, Inc. Trademark RegistrationUSPTO record mirror · Linktrademark_record2REACT Trademark - Serial Number 86689364Justia Trademarks · Linktrademark_database
Checked February 1, 2016 at 06:00 AM
OutcomeMEDIUM · RESOLUTIONVerified by the editors

Fine Brothers apologized, canceled React World and promised to release past Content ID claims

Fine Brothers Entertainment published A message from the Fine Brothers. The company apologized and acknowledged that the proposed system could theoretically be used to police and control online video even if that had not been their stated intention. They announced three actions: rescind all React trademarks and applications, discontinue React World and release all past Content ID claims. They also acknowledged that distrust was understandable because of earlier video takedowns, which they described as mistakes from an earlier time.

A message from the Fine Brothers ↗
All sources2
1A message from the Fine BrothersMedium · LinkPrimary source2Internet reacts to Fine Brothers 'React' trademark apologyWIRED · Linksecondary_confirmation
Checked February 2, 2016 at 06:00 AM
UpdateIRISH TECH NEWS · UPDATEVerified by the editors

The announcement and Update videos were removed

After canceling React World, Fine Brothers Entertainment removed both the original React World announcement and the later Update video from its channel. Their original YouTube IDs and copies remained preserved through reporting and reuploads. The removals marked the operational end of the launch campaign rather than a deletion of the historical record.

Fine Brothers Facing Criticism Over 'React' Video Licensing ↗
All sources2
1Fine Brothers Facing Criticism Over 'React' Video LicensingIrish Tech News · Linkcontemporaneous_secondary2Internet reacts to Fine Brothers 'React' trademark apologyWIRED · Linksecondary_confirmation
Checked February 2, 2016 at 06:00 AM
EventJUSTIA TRADEMARKS · LEGALVerified by the editors

The REACT trademark application was formally recorded as abandoned

The trademark database recorded serial number 86689364 as abandoned after publication on February 4, following Fine Brothers Properties' express abandonment filing. This confirms the legal status of the most controversial standalone REACT application. The company also said it would withdraw related React-series marks and applications, but the exact procedural history varies by individual mark.

REACT Trademark - Serial Number 86689364 ↗
All sources2
1REACT Trademark - Serial Number 86689364Justia Trademarks · Linktrademark_database2REACT - Fine Brothers Properties, Inc. Trademark RegistrationUSPTO record mirror · Linktrademark_record
Checked February 4, 2016 at 06:00 AM
ReactionYOUTUBE · REACTIONPrimary source

The Game Theorists published a retrospective defense and critique of the scandal

MatPat published Game Theory: My Reaction to the Fine Bros React World Controversy. He described himself as a friend of the Fine Brothers and used the scandal to discuss the changing relationship between YouTube creators, intellectual property and increasingly corporate business structures. The video offered a more sympathetic retrospective than much of the January backlash but remained third-party commentary rather than a new Fine Brothers action.

YouTube01:42Video sourceGame Theory: My Reaction to the Fine Bros React World ControversyOpen on the platform ↗
Checked April 28, 2016 at 06:00 AM
Latest updateReactionTOURO LAW REVIEW · REACTION2 confirmations

A Touro Law Review article used React World in a broader analysis of reaction videos and DMCA reform

Jessica Vogele's Touro Law Review article Where's the Fair Use? discussed React World while examining copyright takedowns, reaction videos and the need for clearer DMCA protections. The article noted that Fine Brothers had sought trademarks such as Kids React, Elders React and React before rescinding them after community criticism. This was legal scholarship and did not reopen the original conflict.

Where's the Fair Use? The Takedown of Let's Play and Reaction Videos on YouTube and the Need for Comprehensive DMCA Reform ↗
Checked January 1, 2017 at 06:00 AM