Friday 7th February will mark the launch of a new in-theatre trailer which sees Kermit the Frog and Miss Piggy guiding cinema audiences to choose official film.
The result of a collaboration between the Industry Trust for IP Awareness and Walt Disney Studios UK, the trailer follows on from the success of previous instalments in the Moments Worth Paying For campaign featuring original content. Walt Disney Studios UK secured time with the cast and crew of Muppets
Most Wanted to deliver the exclusive material to help ensure that audiences are not only entertained but also inspired to choose official film, TV and video content.
Weaving together the unique Muppets humour with features of the FindAnyFilm.com service has ensured a more explicit and stronger message is delivered, helping to point film fans to official services by raising awareness of FindAnyFilm as a search engine for official film, all above board.
The trailer is the first release of 2014 in The Industry Trust’s Moments Worth Paying For campaign. Three years in, the campaign continues to resonate with 16 – 34 year old infringers, with the latest independent tracking research by ICM revealing that those exposed to the campaign are nearly twice as likely to intend to purchase official film as those not exposed to the campaign.
Liz Bales, Director General at Industry Trust for IP Awareness said:
“We know that bespoke content can significantly increase message take-out across film audiences – so it’s vital we continue to build on that. Muppets Most Wanted features the tongue-in-cheek characters that people know and love, together with an ‘imposter’ theme, making it the perfect fit for our campaign message, inspiring consumers to choose the real deal.”
She continued, “Copyright infringement is still a key issue that the industry is continuing to tackle and if we can entertain audiences whilst we educate them then we’re engaging them in a more effective way. It’s been wonderful working with Walt Disney Studios UK on this collaboration and we’re delighted with the final trailer. We believe the stronger connection to FindAnyFilm.com in this next evolution of the Moments Worth Paying For campaign will further increase consumer awareness of the huge range of legal alternatives to piracy. And when used in tandem with the FindAnyFilm booking tool will also help nudge audiences out to the cinema.”
Lee Jury, VP and Marketing Head of Walt Disney Studios UK said:
“Disney are committed to the continued efforts of tackling copyright infringement and following our successful Moments collaboration on Iron Man 3 last year, we are delighted to be working in partnership with the Industry Trust again. It is great to be able to merge the wide appeal of the characters from Muppets Most Wanted with the successful Moments Worth Paying For educational campaign, allowing us to inspire and inform consumers of all ages where they can make an official choice – at FindAnyFilm.com. Integrating this trailer within our wider marketing for the film really adds value to the collaboration, so it’s a very exciting partnership to be part of.”