Marvel star could face criminal charges after climbing Hollywood sign to promote their own brand
Looks like a costly bit of marketing
One of Hollywood's biggest names could be in some serious hot water, and while she wouldn't be the first Marvel star to have a run-in with the law, this incident looks like a case of viral marketing gone wrong.
It's surely the hottest ticket in town if you land a role in a Marvel movie, but with complaints that the Marvel Cinematic Universe has started to lose its way, all eyes are on Avengers: Doomsday to bring us back to the world's highest-grossing franchise.
Looking like a who's who of Marvel movie favorites, the Russo Brothers have brought back everyone from Tom Hiddleston's Loki to the cast of Thunderbolts*, with even the old guard of Fox's X-Men days getting their time to shine.
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One person we presumably won't be seeing suit up in spandex is Sydney Sweeney, with her time under Marvel being relatively short-lived.
The box office bombing and critical panning of S. J. Clarkson's Madame Web was another nail in the coffin for Sony's Spider-Man Universe, although some had hoped the SSU would be folded into Tom Holland's adventures as Spider-Man in the MCU.
Some have said that Sweeney would be perfect as Felicia Hardy/Black Cat in the MCU, but for now, she's remembered as Julia Cornwall and a short-lived Spider-Woman in Madame Web.
Sweeney is about as big as they come right now, and despite backlash on her American Eagle Outfitters ad, she's due to reprise her role as Cassie Howard in Euphoria season 3, as well as cameo in The Devil Wears Prada 2.
In Sweeney's latest case of grabbing unwanted headlines, TMZ has obtained footage of her seemingly scaling the Hollywood Sign to promote her upcoming lingerie brand that's backed by Amazon's Jeff Bezos.
The video appears to show Sweeney climb the Hollywood Sign's letter H and then display a string of bras like bunting.
The problem comes from the fact that Sweeney's team had a permit to film by the Los Angeles landmark, but not to touch or climb it. TMZ even jokes: "Like the bras, the permit had strings attached."
An email from the Hollywood Chamber of Commerce appears to make it clear that Sweeney's production company couldn't shoot the sign or use any video without prior approval. TMZ goes on to say that displaying the bras could put Sweeney in 'legal jeopardy' for criminal trespass and/or vandalism.
When asked to comment on the situation, the Chamber of Commerce reiterated: "There was no permission granted to do this as is required."
The team didn't answer when it was pushed on whether it would file a police report for trespass, vandalism, or both.
Sweeney wouldn't be the first to get in trouble for climbing the iconic landmark, as back in 2016, the controversial Vitaly Zdorovetskiy was arrested after he scaled it. A 2017 incident saw someone arrested when he altered the sign to read 'Hollyweed', while six were arrested and cited for trespassing when they changed it to 'Hollyboob' to raise awareness for breast cancer in 2021.
It could be time to call on Bezos' legal team.