Advanced Television

The Rock and Kevin Hart boost copyright education

May 11, 2016

By Colin Mann

Dwayne ‘The Rock’ Johnson and Kevin Hart talk great big screen moments in the latest ‘Moments Worth Paying For’ trailer, supporting the efforts of pro-copyright education body the Industry Trust for IP Awareness, for their action-packed comedy Central Intelligence. The exclusive 35” trailer features co-stars Dwayne Johnson and Kevin Hart in a hilarious piece to camera discussing what makes movie moments worth paying for, encouraging audiences that whatever they choose, to choose and the big screen.

In the exclusive footage, the actors discuss what they think makes a great big screen moment, from the wise-cracking underdog to the hero with the good looks.

It is the 24th trailer in the successful consumer education campaign, which now in its fifth year continues to deliver the core message – inspiring audiences to choose the big screen experience and enjoy movie moments worth paying for. As with others in the series, the trailer directs audiences to the industry-funded film search engine,, which signposts them to legal content sources so they can book, buy and watch at their convenience.

The Central Intelligence Moments Worth Paying For trailer will show in the ad reel in and will be further supported by activity across outdoor and online, ensuring the Industry Trust’s messaging targets core infringers not only in the cinema but also across other platforms.

“It’s really important for us, now more than ever as the campaign continues to evolve, to work with studios to get access to A-list talent like Dwayne Johnson and Kevin Hart for bespoke collaborations,” said Sylvia Wan, Digital Communications Manager at The Industry Trust for IP Awareness. “We know from our tracking research and the success of our previous bespoke trailers, such as Muppets Most Wanted, that these resonate most with our core audiences, delivering our message in the most powerful way possible.”

“We’re so pleased to be working with The Industry Trust to integrate a great piece to camera with our key Central Intelligence talent with such an important educational message,” added Karen Charalambous, Marketing Director, Universal Pictures UK. “The work that the Trust does is vital to the industry and encouraging audiences to choose big screen moments that we all work so hard to create.”

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