DES MOINES, Iowa — The actor
who played Jethro Bodine in the 1960s television series "The Beverly
Hillbillies" is suing CBS, arguing the broadcaster made inappropriate
deals with an Iowa restaurant chain to use the character's name.
Max Baer Jr. filed a lawsuit
Tuesday arguing that he had reached a deal with CBS in 1991 giving him rights
to use the TV character to establish a chain of restaurants, hotels and
casinos.
The lawsuit contends Baer's
rights to the character have been undermined by the Jethro's BBQ restaurant
chain, which is based in Des Moines.
Bruce Gerleman, the chain's
owner, told The Des Moines Register (http://dmreg.co/1Ba4YLS ) the company
isn't named as a defendant and that customers have nothing to worry about.
"We own the name, we own
the trademark, it will always be Jethro's BBQ in Des Moines, Iowa," he said.
A CBS spokeswoman said it has
made great efforts over the years to try to amicably resolve the issue with
Baer and will continue to do so.
Under the agreement between
Baer and CBS, the actor has spent up to $1 million in efforts to develop his
business, the lawsuit states. Baer also has paid royalties to CBS for
merchandise, including revenue from themed slot machines and a brand of BBQ
sauce.
Baer's attorney, Jon Freis,
said his client was "kept completely in the dark" about negotiations
between the broadcasting company and the Iowa businessman over the chain
restaurant.
Jethro's BBQ opened in 2008.
CBS contacted Gerleman saying it owned the rights to the TV character and other
themes from the show. The parties reached an out-of-court agreement, and Jethro's
BBQ changed certain features of restaurants, including food dishes named after
some characters.