This Easter’s blockbuster Battleship unites both Universal Pictures UK and the Industry Trust for Intellectual Property Awareness, in their attempt to tackle piracy as part of the ‘Moments Worth Paying For’ campaign. Set to hit our cinemas on April 11th, the high-concept action-adventure film, starring Taylor Kitsch and Liam Neeson, tells the story of our planet’s fight for survival against a superior force. By the same merit, the Industry for IP is fighting for the survival of cinema against the ‘superior force’ that is piracy and copyright infringement.
The Battleship/Moments collaboration is made up of a thirty-second clip that is to be shown in cinemas nationwide, which pieces together action-packed moments of the film with a range of provocative emotions captured from the cinema goers, as the camera is turned on the viewer. In keeping with this leg of the campaign, a set of posters will be distributed across the UK all in an attempt to bring awareness to detrimental effects of piracy and to highlight the reasons why we go to the cinema.
Liz Bales, Director General of the Industry for IP said “After the success of last years ‘Moments’ campaign, we’re delighted to take this step forward and work with Universal Pictures on such a fantastic title. Using new release content to engage with our audience on the important issue of copyright infringement is a proven approach embraced by both the film and TV industries. We feel certain it will provide great benefits to the marketing of the release while continuing the great strides made in change attitudes and consumer behavior around copyright theft.
The campaign also seeks to divert illegal consumers towards FindAnyFilm.com as an alternative to copyright infringement. Find Any Film is a website funded by the UK Film Council and Lottery Grants which aims to provide the best possible movie experience whether it be cinema, DVD or download; all legal of course.
Cinema Release – April 11th