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Alita battles for Moments Worth Paying For

January 14, 2019

By Colin Mann

Alita: Battle Angel, an epic adventure of hope and empowerment from visionary filmmakers James Cameron and Robert Rodriguez, has become the latest film to receive an exclusive trailer as part of pro-copyright education body The Industry Trust for IP Awareness’s Moments Worth Paying For campaign.

“You can’t bring a story like Alita to life without pushing boundaries,” says producer/co-writer Cameron, who presents the piece to camera. He talks through the state-of-the-art projection, cutting edge visual effects and incredible sound in the action-packed film, and how seeing it on the big screen is the only way to experience a movie of Alita’s scale and heart.

The Industry Trust’s consumer education campaign continues to deliver the core message – inspiring audiences to choose the big screen experience. As with others in the Moments Worth Paying For series, the trailer directs audiences to the industry-funded film search engine,, which signposts legal content sources, so they can book, buy and watch at their convenience.

“Being able to work with Twentieth Century Fox and get access to James Cameron on a title like Alita: Battle Angel is a fantastic opportunity for us to reach 16 to 34 males, who we know are the core infringers, with our message,” advised Sylvia Dick, Head of Audience Engagement, The Industry Trust. “The film is crammed with action-packed and visually stunning moments that are truly worth paying for. Our goal with this trailer was to highlight the state of the art projection, cutting-edge effects and the incredible sound design of Alita directly from the filmmaker to appeal to the 16 to 34 male audience and inspire them to make the right choice, by paying to watch the film in the way it was meant to be seen – on the big screen.”

“We’re thrilled to partner with the Industry Trust on this exclusive Moments Worth Paying For trailer for Alita: Battle Angel, starring the visionary filmmaker James Cameron,” declared Chris Green, UK Managing Director, Twentieth Century Fox. “With so many amazing films on their way in 2019, including the action-packed and visually-stunning Alita, we want to do all we can to encourage audiences to view them the way they were intended, in the very best quality on the big screen at the cinema.”

Alita: Battle Angel comes to UK cinemas on February 6th, 2019.


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