The Industry Trust for IP Awareness and Marvel Entertainment have launched the latest Moments Worth Paying For trailer, a collaboration around the upcoming Marvel’s Avengers: Age of Ultron.

The trailer, which champions the value of the big screen experience and also uses the new “Book, buy and watch” tagline for, can be seen here.

It is the latest instalment in the Moments Worth Paying For campaign, which was launched in February 2011, since when it has 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. Marvel’s Avengers: Age of Ultron will be the first trailer to use the new tagline, which not only explicitly demonstrates the ways in which you can access legal Film and TV content via but gives audiences a direct call to action. The in cinema campaign will be supported by activity across online and outdoor.

Lee Jury, Vice President, Head of Studios Marketing EMEA and UK, The Walt Disney Company said:

“The Walt Disney Company is delighted to support the Industry Trust’s continued effort in educating consumers on the value of Film. It has been a pleasure to work with them once again to develop and produce this latest trailer featuring content from Marvel’s Avengers: Age of Ultron; using the spectacular visuals to inspire audiences in making the legal choice when it comes to content.”

Liz Bales, Chief Executive at Industry Trust for IP Awareness said:

“It’s wonderful to be working with Marvel on another Moments Worth Paying For trailer. Their titles are always a perfect fit for the 16-34 year old filmgoers; making this trailer impactful and engaging whilst still informing audiences on where they can book, buy and watch.”

Marvel’s Avengers: Age of Ultron opens in UK Cinemas on Thursday 23 April 2015.