MPAA’s Dodd: ‘More subtle’ anti-piracy approach needed

Chris Dodd, the Chairman and CEO of the Motion Picture Association (MPAA), has reiterated his line that parties in both the creative and technology communities must work together to move forward on legislation preventing theft of intellectual property.

Speaking to trade magazine Variety at the Cannes Film Festival, Dodd alluded to efforts to pass anti-piracy measures Protect I.P. Act (PIPA) in the US Senate and its counterpart in the House, the Stop Online Piracy Act (SOPA).

Although the measures had broad bipartisan backing last year, Internet companies such as Google, Facebook and Twitter campaigned effectively against the legislation, mobilising users on grounds that the new rules would impede the free flow of information on the Internet.

“We’re in a transformative period with an explosion of technology that’s going to need content,” he said, suggesting that Google chose wisely by making Hollywood the enemy. “We’re going to have to be more subtle and consumer-oriented,” he admitted. “We’re on the wrong track if we describe this as thievery.”

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