The latest trailer in the ‘You Make the Movies’  anti-piracy campaign hits UK screens from today.

The ad – based on Reservoir Dogs – is the latest in a series intended to thank the cinema-going public for their continued support for the big screen experience.

Film theft costs the cinema industry alone as much as £180 million per year – the equivalent of 20 per cent of annual box office.

Many campaigns in the past have focussed on those who perpetrate film theft, but the YMTM campaign is intended to remind everyone that the vast majority of the public are willing to pay for the big screen experience, and that contribution should be acknowledged and welcomed.