The third trailer in the moments worth paying for campaign – celebrating the role of the audience in making great movies possible – will hit UK cinema screens from this week.

Coming in the footsteps of the previous ‘horror’ and ‘laughter’ strands, the new trailer – ‘tears’ – will showcase the ability of films to pull on the heartstrings of young and old.

A final trailer – ‘awe’ – will arrive later in the year.

Developed and delivered by the Industry Trust for IP Awareness with the support of the Cinema Exhibitors’ Association and a host of other partners from across the audio-visual sector, the campaign sign-posts viewers to the site, where they can check where and when their favourite films are available, not just on the big screen, but on DVD, Blu-Ray and online.

You can find out more about the work of the Industry Trust at: