The Industry Trust for IP Awareness and Disney Pixar have this week launched the latest Moments Worth Paying For trailer into cinemas, featuring Disney Pixar’s highly acclaimed animation Inside Out.
By weaving together the witty animation of Inside Out, and the emotions elicited while watching a film, the trailer highlights the emotional immersiveness of movies and a cinema-going experience that is without a doubt worth paying for. Directing film fans to FindAnyFilm, the messaging points film fans to official legal services where they can watch the latest films at the cinema or find their old favourites on DVD, Blu-ray and digitally online.
Commenting on the trailer, Sylvia Wan, Digital Communications Manager at Industry Trust for IP Awareness said:
‘It’s been wonderful to work with Disney.Pixar on this trailer. Inside Out is a perfect fit for Moments Worth Paying For, the key messages of the film overlap perfectly with our campaign messaging – one we hope will inspire audiences of all ages to make the right choice.’
The Moments Worth Paying For campaign launched in February 2011 and has since gone from strength to strength. Independent tracking research by ICM has revealed that those audiences exposed to the campaign are significantly more likely to pay for official film and TV than those not exposed to it. The Inside Out trailer continues to use the new tagline, “book, buy, watch”, which not only explicitly demonstrates the ways in which you can access legal Film and TV content via FindAnyFilm.com but gives audiences a direct call to action.
The in-cinema campaign will also be supported by activity across outdoor and online and is another example of how The Industry Trust aims to amplify reach and influence as part of its successful consumer education programme.