Pro-copyright consumer education body the Industry Trust for IP Awareness and Warner Bros. Pictures UK have launched the latest ‘Moments Worth Paying For’ trailer, a collaboration on family animation Storks. The trailer shines a light on the big screen and the emotional roller-coaster that moments worth paying for deliver, making us laugh, cry and jump for joy.
The Storks trailer is an important addition to this year’s education and awareness campaign, enabling the Industry Trust to reach young people with copyright education messages, ensuring they understand and value creative content.
Independent tracking research from ICM, commissioned by the Industry Trust, reveals that children as young as 11 are infringing content with a third (33 per cent) of 11-12 year olds downloading and streaming unauthorised content. The Industry Trust says it is “vital” to reach this young audience before the tipping point of infringement (identified by ICM as 16 years old).
Conversely, the 11-15-year-old group are leading consumption of paid-for digital content, which has seen a huge increase since 2014 (up 13 per cent to 82 per cent of those who access authorised digital content). The campaign aims to ensure this young audience recognises the positive impact of watching legal sources and associates this with the value of creativity. The inspirational approach of the campaign resonates well with this audience group where over two thirds (68 per cent) of those exposed to the campaign agreed that the film is best to be seen in the cinema. The Industry Trust wants to encourage them to continue these positive behaviours, as they reach the recognised tipping point for infringement.
“We are proud to be working on another Moments Worth Paying For campaign, and to support once again the Industry Trust in their important educational work,” declared Josh Berger CBE, President and Managing Director, Warner Bros. UK, Ireland and Spain. “An incredible amount of creative talent has gone into making Storks, and we’re confident that this trailer, and the film itself, will delight younger audiences and their parents alike.”
According to Sylvia Wan, Digital Communications Manager at the Industry Trust, young audiences are really important for the UK’s film industry as they spend an increasing amount of their time online. “We have to drive them away from pirating content and encourage them towards the many legal ways in which they can access creative content. Storks is the perfect title for this. Finding collaborations that work for this younger audience goes hand in hand with our education programmes in the classroom delivered through our strategic partnership with Into Film. We are really thankful to Warner Bros. Pictures UK for enabling us to create such a great animated trailer.”
The Storks trailer continues to drive the ‘Book, Buy, Watch’ tagline directing audiences to FindAnyFilm.com, signposting them towards legal film and TV content. The in-cinema campaign (courtesy of DCM and Pearl and Dean) will also be supported by online activity and outdoor (via Clear Channel and Primesight) and is another example of how the Industry Trust implements a multimedia approach to amplify reach and influence to deliver a successful consumer education programme.
Storks opens in UK Cinemas on Friday October 14th.