it's not just because of this one case. personally, i could care less about 'the hunger games' and have no intention now or ever of profiting from any remotely related to it. why? because i can come up with something on my own and i'm not a profiteer. some of these examples are valid, other are like 'really?'
i was watching 'kitchen nightmares' awhile back and they had this lady from baltimore on there who had copyrighted or trademarked the city's word it was known for, 'hon.' then she threatened people with lawsuits if they used the city's word. baltimore had to spend thousands of dollars re-doing a lot of their advertising and such because it had the 'hon' catchword. was the woman right? well, she was legally in the right. didn't make her any less of a complete jerk and it almost ruined her business as a result.
things like that, where someone just profiteers from something they didn't even come up with, that galls me. it galls me because it's not right. it's legal, but not right. it's not a savvy business move, it's just something only a jerk would even think to do. imo, the catchphrase should be community property.
in today's world, someone would make it illegal for anyone else to make a pizza if they could. it can get out of hand.
now, if you didn't tell me that phrase came from that movie, i would have thought it was some ad for vegas. off hand it doesn't sound very distinctive.