Teaser For Trust’s New Thrust

Monday, November 12 2012
Teaser For Trust’s New Thrust

There’s been another flurry of activity from the Soho Square HQ of the Industry Trust For IP Awareness, centred on its ongoing Moments Worth Paying For… campaign.

There’s been a new strand added to the award-winning initiative, and, in a dream comes true tale, it’s one that has been designed by students as part of a competition, but was deemed so good it’s now gone live, nationwide.

All For The Price Of A Ticket, as it’s named, was devised by Leighton Pountney, 24, and Omri Dvir, 27, and was commissioned by the Industry Trust as part of the YCN Annual Student Awards, which gives entrants the chance to form a real-life creative brief. Their idea used till receipts, to look at the entertainment value offered by a film, watched at home, via download or DVD, or at cinemas. It’s been developed into Riddle Me Th?s, which gives the public the chance to solve clues. That element features at the Trust-run www.findanyfilm.com film search engine, with other strands seeing more adverts appearing both at Clear Channel outdoor sites around the country, and other film and entertainment websites.

Stars such as BAFTA winner Adam Deacon and film, TV and stage actress Gemma Atkinson. The latter, pictured below the campaign, dressed as Uma Thurman as she appeared in Pulp Fiction, to help publicise the initiative (her favourite film, featured as part of a riddle, is the Tarantino classic), in a move which resulted in plenty of publicity for the Moments Worth Paying For campaign and Trust’s work.

As the Trust’s own Liz Bales says: ““We’re delighted to be bringing Omri and Leighton’s idea to life. Our research shows that nearly half of young men today access some of their entertainment from unauthorised sources. So who better to take inspiration from than the generation of people we are hoping to reach?”

Dvir himself adds: ““We’re thrilled that our idea is being turned into a real campaign. We wanted to get across the point that the price of your film or TV show is great value for all the enjoyment you get in return. You get magical worlds, futuristic technology, great memories and of course countless pub conversations.”

The stars themselves chipped in with comments too, Atkinson herself notes: “We’re thrilled that our idea is being turned into a real campaign. We wanted to get across the point that the price of your film or TV show is great value for all the enjoyment you get in return. You get magical worlds, futuristic technology, great memories and of course countless pub conversations.”

Deacon adds: “So much time, energy and passion goes into making films and TV shows, so it’s always disappointing if people choose not to pay for your work. It’s great to see a campaign that celebrates the entertainment value you get back from your DVD, download or cinema ticket.”

Here’s Ms Atkinson and, below that, a behind the scenes look at her on set…

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