The Industry Trust for IP Awareness and Lionsgate UK have this week launched a unique trailer for the upcoming movie The Hunger Games: Catching Fire that celebrates the value of great movie moments and addresses the continued challenge posed by piracy.

Running in cinemas, digital, online and social media, the exclusive trailer builds on the success of the Trust’s ongoing Moments Worth Paying For campaign, which inspires respect for the value of official film, TV and video content. The trailer also directs audiences to FindAnyFilm.com, a search engine for official film releases, all above board and all in one place, to pre-book their tickets.

In an industry first, the exclusive trailer will debut online with a new FindAnyFilm cinema booking tool to drive sales from video views generated as part of the campaign. The tool will support the theatrical release of The Hunger Games: Catching Fire with a tangible return on investment through cinema bookings.

The Trust’s Moments Worth Paying For campaign, which launched in November 2010, has since gone from strength to strength. Independent tracking research by ICM revealed that those audiences exposed to the campaign were significantly more likely to pay for official film and TV than those not exposed to it.

Liz Bales, Director General at the Trust said:

“We’re delighted to be working with Lionsgate UK on the latest film in The Hunger Games franchise. Our partnership, leveraging the new FindAnyFilm cinema booking tool, promises to not only inspire viewers to choose official film, TV and video services, but also to convert campaign views into direct sales across formats. We’re now into our third year of the Moments Worth Paying For campaign and independent tracking research from ICM shows our campaign is continuing to resonate with audiences. And by continuing to evolve the campaign to dovetail with innovations in the service delivered by FindAnyFilm we can continue to address the key drivers of piracy.”

Nicola Pearcey, Managing Director Home Entertainment and New Media at Lionsgate UK said:

“This is the second collaboration between Lionsgate and the Industry Trust and we’re proud to continue working with them on educating audiences on the value of creative content. This trailer will really resonate with audiences who have waited 18 months for the next chapter of Katniss’ journey, with their patience making the movie experience all the more worth paying for. We’re also proud to be the first to utilise the new FindAnyFilm cinema booking tool in conjunction with our unique Moments Worth Paying For campaign trailer to drive both cinema bookings and home entertainment sales.”

The Hunger Games: Catching Fire opens on 21 November 21. Associated Moments Worth Paying For activity will run in cinema, outdoor and online.