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Copyright education body The Industry Trust for IP Awareness and Warner Bros. Pictures UK have launched the latest bespoke ‘Moments Worth Paying For’ trailer, a collaboration on the bigger, better Magic Mike XXL which shines a spotlight on the value of the big screen experience.
Channing Tatum, Matt Bomer, Joe Manganiello, Kevin Nash, Adam Rodriguez shot an exclusive piece to camera for the Industry Trust and the trailer features the return of those tantalising and teasing sequences audiences have all been waiting for.
The Moments Worth Paying For campaign launched in February 2011 and has since gone from strength to strength. Independent tracking research by ICM revealed that those audiences exposed to the campaign were significantly more likely to pay for official film and TV than those not exposed to it. The Magic Mike XXL Moments Worth Paying For trailer continues to use the new tagline, which not only explicitly demonstrates the ways in which legal Film and TV content can be accessed via FindAnyFilm.com but gives audiences a direct call to action. The in-cinema campaign will also be supported by activity across outdoor and is another example of how The Industry Trust aims to amplify reach and influence as part of its successful consumer education programme.
Josh Berger CBE, President & Managing Director, Warner Bros. UK, Ireland & Spain said the Trust’s educational work was “so important for the film industry” and the studio was proud to support its campaign. “It has, as ever, been a pleasure to work with them, and we hope audiences are inspired to see Magic Mike XXL the way it’s meant to be seen – on the big screen.”
Sylvia Wan, Digital Communications Manager at Industry Trust for IP Awareness said that as the Trust continued to evolve and refine its Moments Worth Paying For campaign, it was great to be able to get access to talent and create bespoke pieces to camera. “We are extremely grateful to Warner Bros. Pictures UK for securing Channing Tatum and the fantastic Magic Mike XXL cast for an exclusive greeting. Their bespoke piece does an incredible job of delivering a message that connects with the audience, inspiring them to choose a cinema experience worth paying for,” she stated.
Magic Mike XXL opens in UK Cinemas on July 3rd.