V - Evidence of Lost Sales
26 Flashback's claims for damages fell into two categories:
1. Lost profits arising from the sale by Showtime to ALDI of 27,840 copies of the children's DVDs on 28 February 2008. The argument, in short, was that if Showtime had not sold the DVDs to ALDI, Flashback would have done so. The foregone profit was said to be $1.68 per DVD on a sale price of $3 which amounted to $46,771.20.
2. Lost future sales of the children's DVDs sold to ALDI in the period between December 2008 and May 2010 in the order of 90,000 discs. Here the argument was that ALDI had ceased to do business with Flashback after the dispute between Flashback and Showtime became known to it. Again, a rate of profit of $1.68 was claimed for a total of $151,200.
27 I accept the claim in (1) but I reject the claim in (2). My reasons for this are as follows.
28 Mr Hume, one of Flashback's directors, gave evidence on its behalf and was cross-examined. In his affidavit he deposed to an estimate on his part of 30,000 DVDs at a profit margin of $1.68. The pleaded case was that Showtime had sold 27,840 copies of the DVDs to ALDI. There was a separate pleaded case relating to the sale of another 30,000 DVDs to a different entity but that case was not pursued at the damages hearing. The entered judgment stands for the proposition that Mr Leslie authorised the sale by Showtime of 27,840 DVDs to ALDI and is therefore liable to Flashback in damages. I proceed on the basis of 27,840 DVDs.
29 The unexpressed premise in Flashback's argument is that ALDI would have purchased the DVDs from Flashback if it had not purchased them from Showtime. In favour of concluding that that premise is sound is the fact that Flashback is the exclusive licensee so that, in the ordinary course of events, ALDI would not have been able to purchase them elsewhere. Against it, however, is the absence of any evidence to indicate that ALDI would have agreed to pay Flashback's asking price of $3 per DVD. There is no ready way to resolve that debate save by observing that the facts at least bespeak a desire on ALDI's part to purchase the DVDs. In the circumstances I propose to proceed on the basis of a finding that a sale of 27,840 DVDs by Flashback to ALDI would have occurred.
30 Mr Hume gave evidence that the profit margin was $1.68 on a sale price of $3. He provided no supporting documentation for that figure but under cross-examination he explained the basis upon which it was calculated and indicated that the primary documentation was available if the cross-examiner wished to have access to it. The hearing extended over two days and that answer was given on the first day. No attempt was made on Mr Leslie's behalf to call for the documents referred to by Mr Hume. In the circumstances I accept the validity of his calculation of $1.68 as the relevant profit margin.
31 The application of that figure to 27,840 DVDs results in a damages sum of $46,771.20. I propose to reduce this to $40,000 to reflect the possibility that ALDI may well have sought a lower price than $3 per DVD.
32 I turn then to the second claim. Mr Hume sought a sum based on sales of 90,000 of the children's DVDs for the 17month period from December 2008 to May 2010. The steps in this argument were:
(a) after ALDI became aware of the situation between Showtime and Flashback it ceased to do business with Flashback; and
(b) but for that occurrence Flashback would have sold a further 90,000 of the children's DVDs to ALDI.
33 The figure 90,000 was said to be derived from assessing Flashback's past sales to ALDI in the years following 2004.
34 I would accept the first step (a) which, in substance, requires an assessment of the motives of ALDI. Mr Leslie objected that the evidence showed that ALDI was still dealing with Flashback and that the alleged cessation of trading had not, in fact, occurred. Reliance was placed on a facsimile sent by ALDI to Flashback dated 16 January 2009 which called for tenders from interested suppliers. Mr Hume gave evidence, from which he was not shaken, that this facsimile was a standard pro-forma tender request which Flashback, along with others, received. The difficulty was, so he said, that none of Flashback's tenders were accepted. I accept this evidence not only because Mr Hume was not moved from it but because the facsimile in question is addressed to "Dear David Ogilvy" which has the appearance of being a computer generated correspondence.
35 Accepting then that ALDI has, in fact, ceased dealing with Flashback the question then arises, why?
36 During the hearing three theories contended for the field:
(a) ALDI had chosen not to deal with Flashback out of a concern not to become embroiled in a dispute about copyright ownership and was avoiding dealing either with Flashback or Showtime;
(b) ALDI had decided to move out of the product range being offered by Flashback and the cessation of dealing was, therefore, unconnected to anything done by Showtime;
(c) ALDI had continued to be willing to accept tenders from Flashback but the quality of Flashback's tenders were so poor or uncompetitive that none of them had been successful.
37 Both Mr Leslie and Mr Hume gave evidence about the intentions of ALDI. Most of Mr Leslie's evidence on this score was excluded by reason of objections which were raised but many of Mr Hume's statements about this topic were received into evidence when no objection was taken. Despite that, I propose to treat all such evidence as having no weight. Ascertainment of the motives of ALDI is to proceed by reference to inferences drawn from objectively available facts, not the subjective opinions of the protagonists. For completeness, no party sought to adduce evidence from ALDI but neither was under any obligation so to do.
38 I reject the proposition that ALDI had decided to move out of the relevant product range. The evidence for this proposition was said to consist, I think, of ALDI and Big W catalogues. However, none of them was tendered in evidence and I remain ignorant of their contents. Mr Hume was asked some questions about them - indeed he produced some of them from his briefcase during his cross-examination - but none of his answers advanced the proposition now under consideration. A later attempt on Mr Leslie's behalf to prove something about an ALDI advertisement extracted from the internet petered out before any document was tendered. In the circumstances, there is simply not a sufficient basis in the evidence to embrace this view. It was also put that Flashback's sales to ALDI could be seen as declining. However, whilst, the evidence suggested that in one year the sales were lower than in the previous year this is simply not a sufficient basis to conclude the existence of a trend. Still less could it provide a basis for deducing that the decline was caused by any particular set of circumstances.
39 I also reject the argument that Flashback's tenders were of insufficient quality. There were, I think, two aspects to this point. First, there was an undated product submission form with the list of children's DVDs attached to it and handwritten words "DVD Children" on the front. I do not accept that this is an example of Flashback's tender documentation. A number of such tenders were in evidence and they were detailed including, as might be expected, prices, quantities, samples and so on. I can fathom no reason why Flashback's tenders might generally be of acceptable quality but be of substandard quality in the case of ALDI.
40 The second point was allied to the first. None of the tenders provided by Mr Hume were tenders to ALDI. The point being made was that there had been no such tenders by Flashback and this is why no orders were being received from ALDI. Mr Hume agreed that he had not been able to locate any such tenders within Flashback's records and that they must have gone missing. Unlike tax invoices, however, I can see no pressing reason why such documents would necessarily need to be kept. I accept the anomaly of some, but not all, of Flashback's tender documents being available but I do not feel that I can conclude from that that I should reject Mr Hume's evidence that tenders to ALDI had been done. I am fortified in that conclusion by the absence of any compelling reason why Flashback would stop tendering to a large client like ALDI.
41 That leaves only the fact that ALDI ceased using Flashback after the dispute became known to ALDI. I can well understand why its attitude may well have been to cease to deal with either Flashback or Showtime so as not to involve itself needlessly in a potentially dyspeptic dispute about an inexpensive range of children's DVDs. I note, for completeness, that Mr Leslie gave evidence that ALDI had not used the services of Showtime since the events in question. In those circumstances, I conclude that ALDI ceased to deal with Flashback because it did not wish to be involved with disputing parties with questionable title to the product they were tendering to sell.
42 Mr Hume estimated that there would have been a further 90,000 of the children's DVDs sold to ALDI. The evidence relied upon Mr Hume to make good that proposition was the invoices for all sales made by Flashback to ALDI in the years 2004-2008.
43 Those invoices do not bear out Mr Hume's arithmetic. They reveal the following volumes of sales for each years 2004-2007:
2004 14,140