- everyone has to silently acquiesce to this,
- Disney has to actually file a court case against everyone who violates their "terms" and win them all.
I think they're trying for the first option. Suing thousands of people for stupidly unreasonable reasons is not a good look, especially for a company where image is everything.
Disney is saying they have the right to use any tweet containing the hashtag, including your name (and probably profile picture). If they use your tweet and you don't like it, you can sue them for copyright violation or using your name in advertising. However, there is no way in hell you can win that suit, because it is Disney and it will take years or decades and millions of dollars to fight it in the courts.
So if they use your tweet in advertising without your consent, your options are (1) to give up and move on, or (2) to spend the rest of your time on earth and all the money you have and will earn to fight them in courts.
Now this individual was remarkably stupid just as a general person, regardless of this event. I don't have any interest in debating the merits of what happened to him one way or the other.
However, it was interesting that the Disney lawyer explicitly informed his lawyer that their strategy would be to just bleed him dry into bankruptcy by getting continuances and stuff forever into the future, which would force him to keep paying his lawyer to show up and do stuff, but would never move the case forward.
Now maybe they just implied that or something, but I very much doubt the story happened exactly as described.
Often employee-side lawyers take cases based on contingency fees or shared/blended deals that mix hard money with contingency fees. If the case turns out to be a turd, some lawyers do just about anything to get out of it.
On the other hand, Disney's lawyers would have unlimited budgets and would be incentivized in stringing out the case as long as possible to get that sweet Disney money. They would have no interest in encouraging an early settlement unless they thought they would lose.
Same outcome, just Disney is not involved.
They gain nothing from a fight, and there are plenty more Star Wars fans out there who would be happy to have their tweets promoted by Disney.
There's clearly no legal standing for a 3rd party organization to make blanket agreements for platforms they don't own.
The problem here is the requirement of Consideration in contracts. Twitter can bind me to their TOU because they give me the ability to use their platform. Disney can't, because they can't stop me from using #MayThe4th on Twitter - there's no consideration from them to me, so there's no contract.
If you could trademark dates, however...