A new trailer – featuring characters from the upcoming 20th Century Fox movie Ice Age 4: Continental Drift – comes to UK screens this week as part of the ongoing Moments Worth Paying For film theft campaign.

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.