As part of the Moments Worth Paying For campaign from pro-copyright education body the Industry Trust for IP Awareness, British actor Charlie Hunnam has released a short video to encourage audiences to make the most of their movies and see them on the big screen.

The exclusive 35” trailer features Hunnam in an exclusive piece to camera asking audiences to pay for their movie-going experiences and to see them in the best quality, on the big screen. The Industry Trust’s consumer education campaign inspires audiences to choose cinema and enjoy all those great movie moments worth paying for. The trailer directs audiences to the industry-funded film and TV search engine, FindAnyFilm.com, which signposts them to legal content sources so they can book, buy and watch at their convenience.

“It’s great to continue the Moments Worth Paying For campaign with another piece to camera by the talented Charlie Hunnam,” declared Sylvia Dick, Head of Audience Engagement at the Industry Trust. “The bespoke trailer is a great way to kick off the sixth year of the campaign as we continue to inspire audiences of all ages to choose official film and TV. The cinematography alongside the piece to camera reinforces the message that content like King Arthur deserves to be seen in the best quality, on the big screen.”

The King Arthur Moments Worth Paying For trailer has launched online and the in-cinema (courtesy of DCM and Pearl and Dean) campaign will also be supported by online activity and outdoor (via Clear Channel and Primesight), ensuring the Industry Trust’s messaging targets core infringers not only in the cinema but also across other platforms. This is a further example of how the Industry Trust implements a multimedia approach to amplify reach and influence to deliver a successful consumer education programme.

King Arthur opens in UK Cinemas on May 19th (previews 17th/18th).

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