Web Advertising

Sunday, February 23 2014
Web Advertising

The Industry Trust’s winning streak continues with yet another strong creative for a forthcoming release, now airing at cinemas around the country.

It boasts further collaboration with the talent behind the scenes and sees a director putting his full weight behind the Trust’s effort.

What’s more, like some of its recent outings, the new trailer, for The Amazing Spider-Man 2, has got off to a flying start, thanks, in no small part, to an exclusive deal with Total Film magazine.

The link between the Trust and Total Film was forged in partnership with Sony Pictures, the studio behind the webs-slinging franchise.

As the Trust’s Liz Bales explains: “The Total Film exclusive on the Moments Worth Paying For/The Amazing Spider-Man trailer is huge for the campaign. Building on the success of the Anchorman: The Legend Continues and The Muppets Most Wanted trailers establishing that bespoke and exclusive content gives our messaging real cut through.

“Sony Pictures Releasing UK provided exclusive footage and images for their first collaboration on Moments Worth Paying For, enabling us to land exclusive coverage on the Total Film home page, which is a first for the campaign. Coupled with a positive write up, that one piece of coverage generated over 14,000 organic views and we’re looking forward to many other pick-ups. So a real win for Moments.”

Sony Pictures Releasing md Peter Taylor adds: “We have been working with the Industry Trust since it was created – almost 10 years ago. This is the first time we’ve collaborated on an exclusive trailer for the influential Moments Worth Paying For campaign and we’re excited that Spider-Man is taking our audience on this journey. Consumer Education campaign’s such as Moments Worth Paying For have proven success in supporting the sector and reducing the impact of piracy. Sony is committed to tackling the key drivers to copyright infringement and working with the Trust is the perfect way to deliver on that objective. Securing support from the director, Marc Webb – adds further weight to the argument around the value of film, helping audiences to put the message into context.”

Webb himself put his weight behind the campaign, saying: “Working on Spider-Man brought an opportunity for every single person involved in the film to work on something complex and challenging and ultimately something we all took a great deal of pride in. The ‘Moments Worth Paying For’ campaign – which we’re very happy to be partnering with – is a fantastic way that we can enlighten film lovers, by helping them to experience the levels of work and creativity that go into bringing them the movies they love.”

Bales adds: “The Amazing Spider-Man 2 has wide audience appeal, similar to our previous Marvel execution which performed well for the target audience, making it the perfect choice for the next instalment of the campaign. With each trailer execution delivering more traction and success for the campaign it’s key that this momentum continues. We’re delighted to have partnered for the first time with Sony Pictures Releasing UK on one of the tent pole releases for 2014. Through the thrilling scenes of Spider-man and the additional support of the Sony Pictures Releasing UK team we’re able to continue to increase awareness of the huge range of legal services that are available through FindAnyFilm.com, helping to continue to reduce audience engagement with infringing content.”

We could tell you more about the trailer, about how the Moments Worth Paying For campaign is continuing to remind consumers, especially those in the 16 to 34-year-old age group, of the importance of copyright and how viewing films legitimately helps pay to create those important moments that only a film can provide, or talk about its successes in helping people realise the importance of legitimate content, further adding how the ongoing efforts of the campaign are helping increase traffic to FindAnyFilm.com. Or we could show the latest instalment. So here it is…

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