A new trailer from the Industry Trust’s Moments Worth Paying For campaign has brought the full weight of “The Lego Movie” behind efforts to tackle film theft.

Running across UK and Irish cinemas, digital, outdoor and social media for three months, the 30-second trailer  shines a light on the thousands of dedicated professionals responsible for bringing this animated feature film to life, not to mention the many millions of LEGO® bricks required too, all in an effort to inspire audiences to respect and value official film content.

The trailer also directs audiences to FindAnyFilm.com, a search engine for all films, all above board, in every format available. As new industry research shows that previous digital ‘late adopters,’ including parents and older generations are starting to engage in infringing behaviour as they migrate their film viewing online, the trailer aims to show them how easy it is to access the film from official sources.

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

“We’re delighted to be working with Warner Bros. Pictures UK again as we continue to evolve and refine our Moments Worth Paying For campaign. It’s great to work on a title that reaches both young people and parents – two audience groups that are very important to us as they continue to migrate online. It’s crucial that the film industry is connecting them with legal services, making it easy to choose to pay for official content and less likely that they would inadvertently or intentionally access pirate websites.”

Josh Berger, President and Managing Director, Warner Bros. UK, Ireland & Spain said:

“We’re pleased  to be continuing our work with The Industry Trust on educating audiences on the value of creative content. A great deal of work has gone into making The LEGO Movie, so it’s great to be able to highlight this in the trailer whilst engaging young people and parents alike.”