Universal Pictures UK and the Industry Trust for IP Awareness have joined forces to launch a high-impact film trailer designed to inspire greater respect for copyright and the value of film and TV content.
The special trailer, produced by Universal Pictures, uses content from Universal’s 2012 blockbuster release, Battleship, and shows the range and intensity of emotions audiences will experience when seeing the film in cinemas.
The trailer, screened for the first time in UK cinemas on March 23, is the first of a series of title specific adverts, with the initiative building on the success of the ‘Moments Worth Paying For’ campaign, launched by the Industry Trust for IP Awareness in 2011, which aimed to win hearts and minds in the continued challenge posed by copyright infringement. Edited with film content, the trailer turns the camera on the viewer to capture the emotions that watching film and TV can evoke – and positions these as ‘Moments worth paying for’.
Liz Bales, Director General of the Industry Trust for IP Awareness said “After the success of last year’s ‘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 Battleship/Moments Worth Paying For collaboration will consist of a 30-second spot to be shown in all cinemas across the UK for four weeks over an eight-week period to May 10.
Additionally, a supporting poster will be showcased on over 500 outdoor sites across the UK over a two-week period. The campaign will also highlight the wealth of official ways to watch film and TV by directing viewers to Findanyfilm.com – a gateway to official film and TV services across a range of formats, both on and offline.
Battleship arrives in cinemas on April 11.