Feet Don’t Fail Me Now

Friday, October 28 2011
Feet Don’t Fail Me Now

The new trailer put together by the Industry Trust For IP Awareness, in conjunction with Warner, is the latest addition to its ongoing campaign to highlight Moments Worth Paying For, as the strapline goes. 

The campaign is working too, the latest research suggests that those who’ve seen the campaign in its previous outings will be more inclined to legitimately pay for product than those who haven’t seen it. In fact, this becomes even more marked among consumers who are already illegally obtaining films and TV programming.

As the Trust’s Liz Bales said this week: “It’s still early days, but the research clearly shows the ‘Moments Worth Paying For’ campaign is having a positive impact on consumers. The campaign will continue to evolve over the next twelve months with a range of cinema trailers, supported by our partners across exhibition. The Trust’s collaboration with industry partners, including Warner Bros. Pictures, ensures that consumer education continues to play a vital role in supporting the audio-visual industry’s wider anti-piracy strategy, encompassing: enforcement, regulation and innovation. Each one of these components help to reduce the impact of piracy on the UK’s audio-visual industry.” 

Bales welcomed Warner’s involvement in the new campaign: “We’re delighted to be partnering with Warner Bros. Pictures UK and Happy Feet Two on this, the latest execution in our ‘Moments Worth Paying For’ campaign. The trailer perfectly captures the emotional impact that great movie moments can have and helps to extend the reach of our campaign to a younger audience.”

Warner’s president and md for UK, Ireland and Spain Josh Berger said: “Copyright infringement remains a major challenge across the audiovisual sector so, by supporting the ‘Moments Worth Paying For’ campaign with some key moments from Happy Feet Two, we are continuing to spread the message that the best way of enjoying high quality film and TV shows is through legally available services.”

Here’s the trailer, which breaks at cinemas and online and in digital media today…


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