Friday, 13 April 2012

Ice Age 4 - Moments Worth Paying For

From Friday 13th April, cinema goers across the UK will be in for a mammoth treat as they become the first to see an engaging film trailer designed to inspire a greater respect for copyright and the value of film and TV content.

This charismatic trailer, produced by Twentieth Century Fox, uses content from the hugely awaited family friendly release, ICE AGE 4: CONTINENTIAL DRIFT – in cinemas July 13th. The trailer encourages audiences of all ages, to avoid the pirates (following in the paw prints of Manny, Diego and Sid in the film) and see the film in cinemas this summer.

This trailer is part of a series of title specific adverts which are being put together as part of the campaign to build on the success of last years ‘Moments Worth Paying For’ campaign, which aimed to win hearts and minds in the continued challenge posed by copyright infringement, celebrating movie moments that are worth paying for.

Using specifically created animation and the well-known loveable characters, the trailer appeals to the viewer’s emotions and thanks them for making the fourth film in the franchise possible whilst capturing the emotions that watching film and TV can evoke – and positions these as "Moments Worth Paying for".

The collaboration will consist of a 30 second spot to be shown in all cinemas across the UK. The campaign will also highlight the wealth of official ways to watch film and TV by directing viewers to Findanyfilm.com - a gateway to official film and TV services across a range of formats, both on and offline.

Liz Bales, Director General of the Industry Trust for IP Awareness said: Our ‘Moments Worth Paying For’ campaign has had fantastic success to date – not only in the change in attitudes of people watching but also in the awareness it’s provided for the distributers we’re working with. We’re really excited to continue to spread the message with ICE AGE 4: CONTINENTIAL DRIFT to bring greater respect for copyright to a family audience.

Chris Green, UK Theatrical Marketing Director, Twentieth Century Fox said: Supporting the ‘Moments Worth Paying For’ campaign is really important for us as content owners. We understand the importance of campaigns such as this to ensure the consumer understands the link between their support and our on-going ability to provide content of the quality of ICE AGE 4: CONTINENTIAL DRIFT.

Find out more about Ice Age on Facebook

About the Industry Trust for IP Awareness
The Industry Trust for Intellectual Property Awareness was established in 2004 to tackle the growing issue of film and TV copyright infringement in the UK. Today it has more than 30 members, including Film and TV distributors, cinemas, DVD retailers and home entertainment rental companies.  The Industry Trust seeks to achieve its aims through consumer education and awareness campaigns and the provision of training and information for those working to protect and enforce copyright.  For more information on the Industry Trust’s work visit www.industrytrust.co.uk

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