Are Technica reported on IMAX’s absurd attempt to censor it.

On June 16, Ars Technica was contacted by IMAX Corporation. The company said our story required a retraction because it included a brief reference to IMAX—included without IMAX’s permission. “Any unauthorized use of our trademark is expressly forbidden,” IMAX’s Deputy General Counsel G. Mary Ruby wrote in a letter (PDF).

The letter is surprising in several ways. First of all, the article isn’t about IMAX. The single reference to IMAX in the story is a quote from Alex Schwartz, a game designer interviewed by Machkovech. Schwartz predicted that SteamVR could take off with consumers despite the fact that the room-sized system takes up a lot of space. “It’s like saying, ‘I have an IMAX theater in my house,’” he told Machkovech. “It’s so much better that we can get away with a cumbersome setup.”

Ridiculous.

IMAX’s letter is part of a disturbing trend in which some companies believe that owning a trademark actually allows them to control any speech about their product. Too many examples abound already of trademark owners that believe they’re entitled to control how movies and TV shows portray their brand. IMAX has taken that to the next level here, believing it is entitled to literally silence someone speaking to a journalist because the name of a corporation happened to slip out of his mouth.

IMAX issued an apology but it should never have had to in the first place.