Copyright and creativity consumer education body The Industry Trust for IP Awareness and Disney•Pixar are teaming up to launch the latest ‘Moments Worth Paying For’ trailer into cinemas.
The latest trailer, featuring Disney.Pixar’s highly-acclaimed animation Inside Out, highlights the emotional immersiveness of movies and a cinema-going experience that is without a doubt worth paying for.
By weaving together the witty animation of Inside Out, and the emotions elicited whilst watching a film, this trailer delivers a more explicit and stronger message whilst still directing film fans to legal content resource FindAnyFilm.
“It’s been wonderful to work with Disney.Pixar on this trailer.” said Sylvia Wan, Digital Communications Manager at Industry Trust for IP Awareness. “Inside Out is a perfect fit for a Moments Worth Paying For, the key messages of the film overlap perfectly with our campaign messaging – one we hope will inspire audiences of all ages to make the right choice.”
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 Moments Worth Paying For Inside Out, trailer continues to use the new tagline, ‘Book, buy, watch’, 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 online and is another example of how The Industry Trust aims to amplify reach and influence as part of its successful consumer education programme.