Legendary news anchorman Rob Burgundy has inadvertently joined the campaign to encourage film-lovers to access legal content as part of the Moments Worth Paying For campaign.

As a prelude to their upcoming film Anchorman 2: The Legend Continues, Paramount Pictures UK have joined forces with the Industry Trust for IP Awareness to produce a bespoke 90 second trailer inspiring audiences to choose official film.

Recognising this as the first trailer in the series to feature 100 per cent original content, and in light of the entertainment value the new creative will provide cinema audiences, partners from across exhibition have for the first time committed to include the creative wherever possible in the pre-show trailer reel to ensure its reach is maximised over the busy November viewing period leading up to the film’s release.

Paramount have played a vital role in securing support and buy-in from filmmakers and talent to provide the campaign with its original content to truly inspire 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, all in one place and all above board.

The Anchorman 2: The Legend Continues trailer is the latest release in Trust’s Moments Worth Paying For campaign. Launched in November 2010, the campaign 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 Industry Trust for IP Awareness said:

“It’s fantastic to be working with Paramount Pictures UK on Anchorman 2: The Legend Continues. It is the perfect title for our first bespoke trailer and we’re thrilled with the outcome. As we know from our research, evolution is key to ensuring the campaign continues to resonate with audiences and this is the ultimate example of how film content can really deliver the anti-piracy message effectively. Through this partnership we’ll continue to seamlessly connect users to cinema times and bookings via both the FindAnyFilm booking app but also through integrations with the API – ensuring the journey is complete.”

John Fletcher, Director of Marketing at Paramount Pictures UK said:

“This is our first collaboration with The Industry Trust and we’re delighted to have created and delivered such a unique spin on the Moments Worth Paying For messaging. We are proud to be the first partner to deliver a completely exclusive piece of content which carefully balances the messaging required to inspire the audience to choose official film whilst also promoting the film itself. Anchorman 2: The Legend Continues is one of those titles that appeals to both young and old and we really hope this trailer will support the hugely successful educational work of The Industry Trust.”

Anchorman 2: The Legend Continues opens on December 20, 2013. Associated Moments Worth Paying For activity will run in cinema, outdoor and online.

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