Not content with one ad in recent weeks, the Industry Trust for IP Awareness has seen two big screen spots appearing in cinemas around the country.
Both continue its hugely effective Moments Worth Paying For campaign, each highlights the value of “official”, legitimate films, the threats posed by piracy and further directs consumers to FindAnyFilm.com, the best site forfinding legitimate ways of watching movies.
The Trust has teamed up with Universal for the Despicable Me 2 slot, while Warner has partnered with the organisation for a spot using Pacific Rim.
The former will run at cinemas nationwide for eight weeks, having started at the end of April.
Universal’s theatrical md for UK and Eire Niels Swinkels explains: “Despicable Me is Universal’s premium animation franchise and audiences are hungry to see Gru and the Minions back in action this summer. We’re delighted to be working with FindAnyFilm to integrate our top quality content in such an important educational message.”
Other partners commented too: “We are delighted to remain a key supporter of the industry in their continued efforts to tackle the issue of copyright infringement,” says Joe Eva, commercial director at DCM. “As audience’s consumptions change it’s vital that all companies from across the sector remain committed to delivering consumer education and provide a cohesive message to consumers. Being able to support film and exhibition partners and carrying the trailers across our screens is important to us at Digital Cinema Media.”
Outdoor and online form further planks of the campaign. Clear Channel is donating space, and the company’s commercial director Chris Pelekanou says: “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.”
“Our research shows that consumers can often be confused when it comes to purchasing film and TV online, so we’re thrilled to be once again working with Universal Pictures UK to help address this issue” adds the Trust’s Liz Bales. “Especially when we know parents are the audiences most confused, it’s wonderful to be able to work with content that really engages and speaks to our key audiences. FindAnyFilm.com provides a wealth of official and safe ways to watch, so Parents can be sure they’re choosing official, including tons of digital services that can be accessed at the click of a button – perfect for catching up on Despicable Me before heading to the cinema for the eagerly-anticipated sequel.”
Commenting on the Pacific Rim activity, Bales says: “This latest Moments Worth Paying For trailer celebrates the skill and creativity behind the finished film as something worth paying for – and what better way to bring that message to life than via the visual thrill-ride on offer in Pacific Rim?”
Josh Berger CBE, Warner’s UK and Eire president and md, says: “This fantastic Pacific Rim trailer captures some of the vital ingredients that make a movie experience worth paying for and, at the same time, addresses the continued challenge posed by piracy.”
Here ar the two trailers in full…
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