The advertising campaign, Moments Worth Paying For, has been directed by Olly Blackburn and will screen in UK cinemas.

The Industry Trust for Intellectual Awareness is launching a new $8m (£5m) advertising campaign in UK cinemas, which aims to address the threat of copyright infringement.

Directed by Donkey Punch film-maker Olly Blackburn, the cinema trailersaim to highlight the “intense emotional payback of great viewing experiences,” as well as directing viewers to online platform findanyfilm.com, which provides a list of official sources through which to find films.

The trailers will launch in UK cinemas on February 18, with high profile support coming from Walt Disney’s executive VP Daniel Frigo and director of Sky Movies, Ian Lewis who are both backing the campaign.

Liz Bales, director general of the Industry Trust for IP Awareness, said: “Our previous campaigns have helped to make the public more likely to want to do the right thing. ‘Moments Worth Paying For’ goes one step further by also showing where they can do this. Findanyfilm brings together a multitude of film and TV providers, from cinemas to online catch-up services and everything in between, to make it easier than ever for the public to enjoy official content.”

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