Argues the plaintiff, "[Netflix] is causing confusion, tarnishing, denigrating, and diluting the distinct quality of the CHOOSE YOUR OWN ADVENTURE mark." Indeed, Chooseco currently has several active trademarks for the phrase CHOOSE YOUR OWN ADVENTURE. Chooseco has argued that, regardless of whether the movie is directly related to the phrase, the movie is inherently associated with Chooseco's branding. Netflix, which declined to comment, doesn't have access to the trademark — in fact, 20th Century Fox currently holds the option to the branding.