Hunger Games anti-piracy trailer
October 3, 2013
By Colin Mann
Pro-copyright consumer education body the Industry Trust for IP Awareness is teaming up with Lionsgate UK to launch a trailer for forthcoming movie release The Hunger Games: Catching Fire that celebrates the value of great movie moments and addresses the continued challenge posed by piracy.
Running in cinemas, digital, online and social media, the exclusive trailer builds on the success of the Industry Trust’s Moments Worth Paying For campaign, which inspires respect for the value of official film, TV and video content. The trailer also directs audiences to FindAnyFilm.com, a search engine for official film releases, all above board and all in one place, to pre-book their tickets.
In an industry first, the exclusive trailer will début online with a new FindAnyFilm cinema booking tool to drive sales from video views generated as part of the campaign. As part of a two-step process, the tool will first support the theatrical release of The Hunger Games: Catching Fire with a tangible return on investment through cinema bookings. Then as a second step, timed to coincide with the Q4 retail market, the tool will capitalise on demand generated from the theatrical campaign by driving sales of home entertainment titles such as the first Hunger Games title on DVD, Blu-ray and official downloading and streaming services, once users have purchased their tickets for the sequel.
The Industry Trust’s Moments Worth Paying For campaign, which launched in November 2010, 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.
Liz Bales, Director General at Industry Trust for IP Awareness said: “We’re delighted to be working with Lionsgate UK on the latest film in The Hunger Games franchise. Our partnership, leveraging the new FindAnyFilm cinema booking tool, promises to not only inspire viewers to choose official film, TV and video services, but also to convert campaign views into direct sales across formats. We’re now into our third year of the Moments Worth Paying For campaign and independent tracking research from ICM shows our campaign is continuing to resonate with audiences. And by continuing to evolve the campaign to dovetail with innovations in the service delivered by FindAnyFilm we can continue to address the key drivers of piracy.”
Nicola Pearcey, Managing Director Home Entertainment and New Media at Lionsgate UK said: “This is the second collaboration between Lionsgate and the Industry Trust and we’re proud to continue working with them on educating audiences on the value of creative content. This trailer will really resonate with audiences who have waited 18 months for the next chapter of Katniss’s journey, with their patience making the movie experience all the more worth paying for. We’re also proud to be the first to utilise the new FindAnyFilm cinema booking tool in conjunction with our unique Moments Worth Paying For campaign trailer to drive both cinema bookings and home entertainment sales.”