The Industry Trust for IP Awareness, Pinewood Pictures and 20th Century Fox today launched the latest bespoke Moments Worth Paying For trailer, a collaboration on the British spy thriller Spooks: The Greater Good.

The trailer, which champions the value of the big screen experience was shot exclusively for the Industry Trust and features action sequences from the film, starring British actors Peter Firth and Kit Harington.

Pinewood Pictures played a vital role in securing support and buy-in from British filmmakers and talent to provide the campaign with original content to truly inspire respect for the value of official film, TV and video content.

The Moments Worth Paying For campaign launched in February 2011 and 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.

The Spooks: The Greater Goodtrailer 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 also be supported by activity across outdoor.

and is another example of how The Industry Trust aims to amplify reach and influence as part of its successful consumer education programme.

Commenting on the trailer, Gemma Spector, Head of Distribution at Pinewood Pictures said:

“This is our first collaboration with the Industry Trust and we are very excited to be working with them to continue their efforts in educating consumers on the value of film. Creating and delivering a unique script for the Spooks: The Greater Good trailer has allowed us to carefully balance the messaging required to inspire audiences of all ages to choose official film, whilst promoting the film itself.  It was great to invite the Industry Trust down to the shoot and for them to see the hard work that goes into producing bespoke content. It’s a great partnership to be part of and we really hope this trailer continues to support the hugely successful work of The Industry Trust.”

Ollie Madden and Jane Featherstone, producers of Spooks: The Greater Good said:

It has been wonderful working with the Industry Trust on such a great campaign that we hope will continue to inspire film and TV consumers to understand the value of content. It has been a great project with full support from our writers Sam Vincent and Jonathan Brackley, cast and crew led by director Jim Weedon who worked tremendously hard on this unique piece.”

Sylvia Wan at Industry Trust for IP Awareness said:

We were lucky enough to visit the set during filming which was absolutely fantastic. It was great watching the script come to life and to see first-hand how hard the cast and crew worked to get the trailer filmed, we are extremely grateful to have been invited to the set. It’s been brilliant working with Pinewood Pictures for the first time and collaborating with 20th century Fox again! Spooks: The Greater Good is 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 & watch.”

Spooks: The Greater Good opens in UK Cinemas on Friday 8 May 2015.