Pro-copyright consumer education body the Industry Trust for IP Awareness and Warner Bros. Pictures UK are teaming up to launch an exclusive trailer for The LEGO Movie, which details the many ingredients that go into making a movie experience worth paying for.
Running across UK and Irish cinemas, digital, outdoor and social media for three months, the 30-second trailer is the 10th in the Industry Trust’s successful ‘Moments Worth Paying For’ campaign and the second Warner Bros. collaboration this year after a bespoke version for Pacific Rim debuted in May. This established campaign continues to have a substantial impact on audiences. Independent tracking research by ICM in August 2013 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.
This bespoke The LEGO Movie trailer shines a light on the thousands of dedicated professionals responsible for bringing this animated feature film to life, not to mention the many millions of LEGO bricks required too, all in an effort to inspire audiences to respect and value official film content.
The trailer also directs audiences to FindAnyFilm.com, a search engine for all films, all above board, in every format available. Recent industry research shows that previous digital ‘late adopters,’ including parents and older generations are starting to engage in infringing behaviour as they migrate their film viewing online, the trailer aims to show them how easy it is to access the film from official sources.
Liz Bales, Director General at Industry Trust for IP Awareness said the Trust was delighted to be working with Warner Bros. Pictures UK again as it continued to evolve and refine its Moments Worth Paying For campaign. “It’s great to work on a title that reaches both young people and parents – two audience groups that are very important to us as they continue to migrate online. It’s crucial that the film industry is connecting them with legal services, making it easy to choose to pay for official content and less likely that they would inadvertently or intentionally access pirate websites.”
Josh Berger, President & Managing Director, Warner Bros. UK, Ireland & Spain welcomed the continuation of the studio’s work with The Industry Trust on educating audiences on the value of creative content. “A great deal of work has gone into making The LEGO Movie, so it’s great to be able to highlight this in the trailer whilst engaging young people and parents alike.”
The LEGO Movie will be released in UK cinemas on 14th February 2014