Comment Re:Actually it doesn't matter (Score 0) 190
It is being diluted by being used as a generic reference to large-screen movies.
Once again, -1 offtopic to you.
Please try to keep the discussion somewhat on topic. Pointing out situations that haven't happened isn't useful to anyone, and in fact is quite harmful to your own reputation.
That is on topic - it was used as a generic reference to large-screen movies, rather than those specifically manufactured by the IMAX corporation.
That said, it doesn't quite fall under dilution (the Federal Trademark Anti-Dilution Act, amending the Lanham Act to not require evidence of actual confusion for trademark infringement), because, as others have noted, it's not a trademark use in commerce (and no, merely mentioning a word in a magazine is not going to always be a use of that word in commerce, if you're not using it to sell anything). The GP has confused dilution and genericide, the latter of which is a legitimate concern for the IMAX corp. If "IMAX" becomes a generic term for any large format movie, they'll lose their trademark right. This is different from dilution, which would be, for example, someone selling giant genetically engineered apples as "IMAX-sized apples" or selling 12" dildoes as "IMAX-dildoes". Even though there's no possibility anyone would think the IMAX company was behind those, it would serve to dilute the distinctiveness of their mark.