Trust Recruits Superhero

Wednesday, April 3 2013
Trust Recruits Superhero

Anyone visiting the cinema over the Easter weekend may have caught a glimpse of this, the latest Moments Worth Paying For advert from the Industry Trust For IP Awareness.

Representing something of a coup for the anti-piracy group, which has been at the forefront of the fight against copyright theft, educating the public about why piracy is wrong and how it affects our business, it has enlisted the help of a superhero to battle against the baddies.

It has teamed up with Disney to launch what it has rightfully described as a “unique” trailer, which hammers home its message: only films can offer such memorable moments and piracy is a threat to all of that.

Kicking off on Good Friday (March 29), the trailer highlights the amount of work that goes into a special effects friendly blockbuster such as this (2,000 and counting), reinforcing the message that piracy could put an end to all that. It also directs consumers to

The campaign is set to run for four weeks at cinemas around the country, good news as research points to its ongoing success with consumers. You can see it below, but here’s some comment from the relevant parties…

The Industry Trust’s Liz Bales said: “We’re delighted to be working with The Walt Disney Company on the latest film in the Marvel franchise. The continued support of Disney and all the Trust’s member organisations from across exhibition, distribution and retail, plays a vital role in the ongoing success of the industry’s Moments Worth Paying For campaign. The enormous fan following for Iron Man 3 will help ensure that our work to inspire and inform film fans about the value of movie moments and the wealth of official film, TV and video services available reaches audiences right across the country. With support from partnerships with Clear Channel, DCM and Pearl and Dean we’re able to ensure the campaign not only has reach but also scale.”

Disney’s Lee Jury added: “Marvel film and comic fans completely understand the time and effort that goes into turning the stories they love into full length feature films as is the case with Iron Man 3. At Disney, we’re committed to supporting consumer awareness campaigns to tackle copyright infringement, so we’re delighted to be working with the Industry Trust to inspire audiences about the value of film and showcase the technical wizardry involved in making the movie moments film fans love.”

Further comment came from Howard Warren at Pearl and Dean, who said: “The Moments Worth Paying For campaign has been embraced by cinema audiences, delivering real impact in shifting attitudes to piracy, as independent tracking research shows. This industry initiative is unique in its flexibility – by collaborating on a range of new releases across the year and delivering across multiple media channels all stakeholders in the industry are able to play a part. At Pearl and Dean, we’re proud to support our film and exhibition partners in tackling the challenge of piracy by carrying the trailers in cinema.”

Clear Channel has helped provide outdoor space for the ongoing campaign, the company’s Chris Pelekanou said: “We are proud of our partnership with the Industry Trust and are delighted to support their latest Moments Worth Paying For campaign. This is a fantastic way of inspiring film audiences to make the right choices to access film via official sources. Respect for Intellectual Property is fundamental to so many of our partners and our continued support to the Trust will ensure their message reaches the widest possible audience.”

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