A holographic image of Michael Jackson performs onstage during the 2014 Billboard Music Awards at the MGM Grand Garden Arena on May 18, 2014 in Las Vegas, Nevad 

It's now been a month since a Michael Jackson recreation at the Billboard Music Awards earned heavy buzz. In the days leading up to the spectacle, Hologram USA, owned by firebrand entrepreneur Alki David, attempted to stop it by claiming it infringed patented hologram technology that he had exclusively licensed. The Billboard Awards performance was allowed to happen, but the dispute is hardly over.

Thursday, a new $10 million lawsuit was filed by Pulse Evolution, whose animators and technicians spent many months preparing the Billboard Awards show. In a complaint filed in U.S. District Court in Los Angeles, Pulse is attacking David as a "charlatan who had no involvement whatsoever in the development of the Michael Jackson animation."

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The move follows David's own lawsuit, which originally named Prometheus Global Media, parent of Billboard Music Awards producer Dick Clark Productions (PGM also is THR's owner), among the defendants. But now the case has been amended mostly to focus on Pulse and its chairman John Textor. The executors of the Michael Jackson estate are among the other defendants.

Both sides present their own tale of what has happened.

According to Pulse's complaint, David "falsely claimed credit for creating and developing the visual effects spectacle in a nationally-televised interview on CNN, in press releases and on his various websites operated by his company, FilmOn."

The lawsuit paints David as being famous for his outrageous antics and being a "notorious infringer of intellectual property rights," specifically referring to his well-publicized battles with TV broadcasters. The plaintiff is upset with David's alleged efforts to "divert public and industry attention away from Pulse Entertainment just as the company was being launched," asserting that it rises to unfair business competition practices and trade libel.

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What's more, Pulse says that in the days leading up to the Billboard Music Awards, David attempted a "shakedown" by demanding credit — all on the basis of patent licensing from "a defunct company with no assets that had nothing to license in the first place."

That "defunct" company is Musion Das Hologram Limited, said by David to be connected to Europeans named Giovanni Palma and Uwe Maas. Where things get confusing is that Pulse has been dong with business with a company called Musion Systems Limited, apparently connected to two mor