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U.K. IP Group Launches New ‘Worth Paying For’ Trailer

2 Dec, 2013 By: Chris Tribbey

The Industry Trust for IP Awareness, the pro-copyright group backed by the United Kingdom film and TV industries, is launching a new trailer for Warner’s The Lego Movie to promote paying for content, instead of stealing it.

The 30-second “Moments Worth Paying For” trailer will air in U.K. and Irish cinemas when the film hits theaters there Feb. 14. It’s the 10th trailer in a larger campaign that puts a spotlight on the professionals behind the creation of theatrical content, and the second to air with a Warner film in the U.K. this year (Pacific Rim included a similar trailer in May).

“We’re pleased to be continuing our work with The Industry Trust on educating audiences on the value of creative content,” said Josh Berger, president and managing director of Warner Bros. U.K., Ireland and Spain. “A great deal of work has gone into making The Lego Movie, so it’s great to be able to highlight this in the trailer whilst engaging young people and parents alike.”

The trailer directs viewers to UltraViolet-enabled FindAnyFilm.com, a U.K. video retailer. Liz Bales, director general for Industry Trust for IP Awareness, said independent research has shown audiences exposed to “Moments Worth Paying For” trailers are more likely to pay for content, instead of pirating it.

“We’re delighted to be working with Warner Bros. Pictures U.K. again as we continue to evolve and refine our Moments Worth Paying For campaign,” she said. “It’s great to work on a title that reaches both young people and parents — two audience groups that are very important to us as they continue to migrate online. It’s crucial that the film industry is connecting them with legal services, making it easy to choose to pay for official content and less likely that they would inadvertently or intentionally access pirate Web sites.”

The Lego Movie is the franchise’s first full-length theatrical film, is directed by Phil Lord and Christopher Miller (21 Jump Street, Cloudy with a Chance of Meatballs), and features the voice talents of Will Ferrell, Elizabeth Banks, Will Arnett, Charlie Day, Liam Neeson and Morgan Freeman.


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