The fight against film piracy is turning away from"finger-wagging" towards more credible personalised appeals.
Disney vice president of anti-piracy Richard Atkinson said achange of approach had proved necessary as the sophistication of the criminals increased and public cynicism grew.
"The pirates have become extremely efficient in managingtheir own ecosystem," he told Screen International's home entertainment summit.
"We are having to match them by getting much better,sooner."
The industry has carried out extensive market research thatpointed to the need for a less one-dimensional marketing approach, said BillyWatson, strategic adviser to the UK Film Council.
He acknowledged that there was an image problem for theindustry that turned the studios into the "bad guys."
"There's a general perception that the business is wealthyenough not to notice the losses."
Publicity campaigns would now concentrate on more tangibleeffects to which consumers could relate - like the closure of the localvideo store.
Tom Dillon, European anti-piracy legal counsel for theMotion Picture Association also acknowledged that manyconsumers instinctively doubted some claims - like the impression that everycounterfeit DVD was a lost legitimate sale.
"Of course, every pirate sell isn't necessarily a lost salebut every pirate operator is chipping away at the core of our business," hesaid.
Credibility was important, he said.
Screendaily last week reported on a new anti-piracyadvertisement running in the UK which highlighted the difference in qualitybetween the "cinema experience" and a pirated DVD.