Advanced Television

Giant support for Moments Worth Paying For

June 9, 2016

By Colin Mann

bfgSteven Spielberg’s live-action family adventure The BFG comes to life in the latest instalment of pro-copyright education body The Industry Trust’s Moments Worth Paying For campaign. The trailer, exclusive to UK cinema audiences, features Steven Spielberg in a piece to camera encouraging audiences to join him this summer to see The BFG and all its magic on the big screen.

The BFG brings together the talents of two of the world’s greatest storytellers – Roald Dahl and Steven Spielberg – on the year that marks the 100th anniversary of Roald Dahl’s birth. Speaking exclusively in the Moments Worth Paying For trailer, Spielberg notes his life-long dream to bring the magical story of The BFG to life and invites audiences to live their own dreams by joining him, and The BFG, this summer on the biggest screen possible.

Like the others in the series, the trailer directs audiences to the industry funded film search engine,, which signposts them to legal contents sources so they can book, buy and watch for all their viewing needs.

Recent independent tracking research by ICM shows that whilst overall levels of infringement are static, increasingly more women and younger people are accessing content from unofficial sources.  Since its launch in 2011, the tracking research continues to show that those audiences exposed to the MWPF campaign are significantly more likely to pay for official film and TV than those not exposed to it, making inspiring collaborations like this important.

“We are really pleased to be working with The Industry Trust again, this time on The BFG, commented Kezia Williams, Head of Theatrical Distribution, Entertainment One, “The educational work they do is so important for the film industry and we are always happy to support their campaign. We hope audiences are inspired to join Steven Spielberg for this magical adventure this summer – and where better to see giants than on the big screen!”

Sylvia Wan, Digital Communications Manager at The Industry Trust for IP Awareness, said: “It’s great to be able to get access to such an inspirational figure in the film industry and create bespoke pieces to camera. We are really thankful to eOne for securing Steven Spielberg for an exclusive greeting. Having someone as admired as Steven Spielberg delivering our message is much more powerful and engaging for audiences of all ages, inspiring them to choose the big screen and all those magical moments worth paying for.”

The BFG Moments Worth Paying For trailer will show exclusively in UK cinemas from 10th June. The BFG is in cinemas across the UK and Ireland from July 22nd.

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