Friday 28 February will see The Amazing Spider-Man 2 swing into action supporting the Moment Worth Paying For campaign developed by the Industry Trust for IP Awareness.

With Marvel titles appealing to the core 16-34 male audience target, of which those who are exposed to the Moments Worth Paying For campaign are twice as likely to pay for content. Sony Pictures Releasing UK have secured exclusive film footage to ensure Spider-man continues to take audiences on the inspirational journey to choose official film, TV and video content.

The action packed The Amazing Spider-Man 2 highlights the wonderful value of film, TV and video content and directs to, encouraging audiences to re-live those “drop-the-popcorn moments”. To amplify the reach and influence of the trailer, the Industry Trust will implement its successful integrated multi-media approach across cinema, digital, PR, social media and outdoor to complement the marketing strategy.

Liz Bales, Director General at Industry Trust for IP Awareness said:

“The Amazing Spider-Man 2 has wide audience appeal, similar to our previous Marvel execution which performed well for the target audience, making it the perfect choice for the next instalment of the campaign. With each trailer execution delivering more traction and success for the campaign it’s key that this momentum continues. We’re delighted to have partnered for the first time with Sony Pictures Releasing UK on one of the tent pole releases for 2014. Through the thrilling scenes of Spider-man and the additional support of the Sony Pictures Releasing UK team we’re able to continue to increase awareness of the huge range of legal services that are available through, helping to continue to reduce audience engagement with infringing content.”

Peter Taylor, Managing Director, Sony Pictures Releasing UK said:

“We have been working with the Industry Trust since it was created – almost ten years ago. This is the first time we’ve collaborated on an exclusive trailer for the influential Moments Worth Paying For campaign and we’re excited that Spider-man is taking our audience on this journey. Consumer Education campaign’s such as Moments Worth Paying For have proven success in supporting the sector and reducing the impact of piracy. Sony is committed to tackling the key drivers to copyright infringement and working with the Trust is the perfect way to deliver on that objective. Securing support from the Director, Marc Webb – adds further weight to the argument around the value of film, helping audiences to put the message into context.”

Marc Webb, Director of The Amazing Spider-Man 2 said:

“Working on Spider-Man brought an opportunity for every single person involved in the film to work on something complex and challenging and ultimately something we all took a great deal of pride in. The ‘Moments Worth Paying For’ campaign – which we’re very happy to be partnering with – is a fantastic way that we can enlighten film lovers, by helping them to experience the levels of work and creativity that go into bringing them the movies they love.”

The Amazing Spider-Man 2 opens in cinemas nationwide on April 18th 2014. Associated Moments Worth Paying For activity will run in cinema, outdoor and online.