The Guv'nor wants a word

We have already seen one trailer for the "moments worth paying for" campaign.  That one had Kieth Lemon telling you to come to the cinema and not pirate.  now it's the turn of the Flying Squad and The Sweeny to tell you what to do!

The action-packed trailer features scenes of London’s notorious Flying Squad racing around the capital in a fast-paced battle against armed robbery.  The highly anticipated Entertainment One film, THE SWEENEY, released in cinemas 12th September, demonstrates the heart-stopping suspense audiences will experience on the big screen.

Industry Trust for IP Awareness have recruited THE SWEENEY to help them in their on-going ‘Moments Worth Paying For’ campaign. But rather than the hard-hitting flying squad approach featured in the film, the campaign aims to inspire support for UK TV, film and video industries by celebrating unmissable movie moments and the positive emotional effect that these have on the viewer.

As the unyielding squad within the Met Police fight fire with fire against London’s most violent criminals, clips of audience reactions from the original ‘Moments Worth Paying For’ campaign are interspersed to further remind audiences of the value of the film experience.

The 35-second trailer will be shown in all cinemas for an 8 week period, as well as supportive posters in outdoor locations. The campaign will also highlight the wealth of legitimate ways to watch film and TV by directing viewers to Findanyfilm.com – where film fans can find all films, all above board, all in one place.

Alex Hamilton, Director of Film at Entertainment One said, “Establishing a firm and engaging connection between paying for great content and the pipeline of future releases has never been more important. We are very excited about our collaboration with the Industry Trust on The Sweeney, which will help one of our key films of 2012 reach the audiences it deserves.”

Liz Bales, Director General of Industry Trust, said: “We are delighted to welcome Entertainment One to the fold. Informing and inspiring audiences is at the heart of what we do, and Entertainment One reaches audiences of all ages, interests and backgrounds. Young men index higher than any other group in taking part in illegal downloading and so we are hoping to inspire them with a truly great piece of British filmmaking in The Sweeney, with this bespoke cinema trailer celebrating film moments worth paying for.”

Keith Lemon's Moments Worth Paying For

KEITH LEMON stars in the next ‘Moments Worth Paying For’ From Friday 8th June, film fans up and down the country will find themselves rolling in the aisles as KEITH LEMON brings his unique brand of celebrity frolics to a hilarious new trailer intended to inspire respect for copyright and promote the value of original film, tv and video content.

The laugh-out-loud trailer uses hysterical scenes of the colourful Yorkshire-man wreaking havoc across London from the highly anticipated, upcoming Lionsgate UK comedy KEITH LEMON THE FILM – in cinemas 24th August - to demonstrate the quintessentially Lemon-esque hijinks audiences can pay to enjoy in cinema quality this summer.

The outrageous character adds a zesty twist to the Industry Trust for IP Awareness campaign, where a series of title-specific messages are being launched to build on the significant success of last year’s successful ‘Moments Worth Paying For’ project. The campaign aims to encourage support in the continued challenges posed by copyright infringement; it intends to spread the word about the positive role copyright plays in helping to protect creative ideas by celebrating movie moments that are worth paying for.

By using dramatic clips of the original ‘Moments Worth Paying For’ trailer, amusingly contrasted with star-studded excerpts from KEITH LEMON THE FILM (including cameos from Kelly Brook, Verne Troyer, Holly Willoughby and Fearne Cotton), the trailer creates a light-hearted message about the value of quality film content and ends with Keith Lemon himself exclaiming: “I’ll buy a ticket for that, I will!”

The collaboration will consist of a 30-second spot to be shown in all cinemas for an 8 week period, as well as supportive posters in outdoor locations. The campaign will also highlight the wealth of legitimate 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.

Nicola Pearcey, Managing Director Home Entertainment and New Media at Lionsgate UK said: “We are delighted to support ‘Moments Worth Paying For’ campaign. KEITH LEMON THE FILM has outrageously hilarious antics which we’re sure audiences will agree are worth paying for. And it’s through their support that we’re able to continue making the great films and TV shows they love.

Armando Alvarez drinks Escorpion

A hilarious new video for Casa De Mi Padre has hit my in-box. It's a spoof advert for "Escorpion" beer - so sit back and break open the case.

The clip features Ferrell and Efren Ramirez (Pedro from Napoleon Dynamite)

Armando Alvarez (Will Ferrell) has lived and worked on his father's ranch in Mexico his entire life. As the ranch encounters financial difficulties, Armando's younger brother Raul (Diego Luna), shows up with his new fiancée, Sonia (Genesis Rodriguez). It seems that Raul's success as an international businessman means the ranch's troubles are over as he pledges to settle all debts his father has incurred. But when Armando falls for Sonia, and Raul's business dealings turn out to be less than legit, all hell breaks loose as they find themselves in a war with Mexico's most feared drug lord, the mighty Onza (Gael García Bernal).

Riding into UK cinemas June 8, 2012