A new advert featuring the movie Battleship is the latest recruit to the fight against film theft.

A development of the Moments Worth Paying For campaign developed by the Industry Trust for IP Awareness, the trailer – which will play across all UK cinema sites from this week- is intended to remind the audience that their decisionto buy a cinema ticket ensures that more high quality awe-inspiring films will come to the big screen.

Niels Swinkels, Managing Director of Universal Pictures UK said “We are proud to collaborate with the Industry Trust and support their ‘Moments Worth Paying For’ campaign. Showcasing our summer blockbuster Battleship, the message reinforces the notion that films like this are made to be seen on the big screen and deepens cinemagoers’ understanding that their support is essential for us to continue to deliver such unique experiences.”

Liz Bales, Director General of the Industry Trust for IP Awareness said “After the success of last years ‘Moments’ campaign, we’re delighted to take this step forward and work with Universal Pictures on such a fantastic title. Using new release content to engage with our audience on the important issue of copyright infringement is a proven approach embraced by both the film and TV industries. We feel certain it will provide great benefits to the marketing of the release while continuing the great strides made in change attitudes and consumer behavior around copyright theft”