Hollywood steps up anti-piracy fight
Hollywood launches anti-piracy media blitz this week
July 23, 2003
WASHINGTON -- In Hollywood's most aggressive attempt to dissuade people from pirating movies on the Internet, the studios, networks and motion picture theaters will roll out a series of trailers and TV commercials with anti-theft messages.
Stressing the importance of copyright protection, the campaign begins Thursday evening with an unprecedented television "roadblock" on more than 35 network and cable outlets, with each network donating 30 seconds in the first primetime break.
On Friday, every major exhibitor will donate time to play daily trailers on all screens in more than 5,000 U.S. theaters. The campaign strategy was created and executed under the auspices of the MPAA Public Relations Council, which is made up of the MPAA's Public Affairs team and the senior public relations executives from the seven member studios: 20th Century Fox, MGM Studios, Paramount Pictures, Sony Pictures Entertainment, Universal Studios, Warner Bros. Studios and Buena Vista Pictures, an affiliate of the Walt Disney Co.
"We're talking directly to the public about the dangers of piracy," MPAA president and CEO Jack Valenti.
The PSA campaign also will be showcased on www.respectcopyrights.org, a new site to inform Internet users about the moral and legal implications of digital piracy.
The site will give visitors information about copyright laws and the effect of breaking them on the people who earn a living in the creative industries. In addition, it will show how easy it is to enjoy high-quality entertainment online in ways that both protect American families and the interests of creators.
Over time, the site will include resources to help teachers, children, university administrators and corporations participate in the industry's anti-piracy initiatives.
While the theatrical PSAs are an attempt to protect Hollywood movies, they shy away from using major stars. Valenti said the decision to use behind-the-lens talent was a deliberate one. It came about, Valenti said, after he considered reaction to speeches he has given to universities and colleges.
"Time and again the students would say, 'These are a lot of rich companies. They will not be affected if I download a few films, and these multimillion-dollar stars won't be hurt.' They don't realize only a handful of people make a million a year. Most people are ordinary wage earners who have to pay mortgages or college tuition."
The five 65-second theatrical PSAs each feature a single person who makes a living creating movies in order to invoke the message: "Movies. They're Worth It." A set painter, a stuntman, a make-up artist, a grip and an animator describe in their own words the adverse effects of piracy on the many thousands whose livelihoods depend on the exhibition of movies.
The 30-second television spot promotes the same theme while featuring individuals at all levels of the moviemaking business -- from award-winning actors and directors to a legion of behind-the-scenes people who make movies possible.
The PSA campaign was produced by 20th Century Fox. Jim Gianopulos, chairman of Fox Filmed Entertainment, previewed at Showest in March the 30-second spot that became the nucleus of the campaign (HR 3/6). Although the original plan called for that spot to appear in theaters this summer, it was decided that the 30-second spot, composed of lots of quick cuts, was better suited for TV airings. The longer, theatrical PSAs were created out of interviews filmed during the course of creating the original spot.
"It is incumbent upon our industry to teach people that copyright theft is not a victimless crime," said Peter Chernin, chairman of the Fox Group. "We feel very strongly about the need to communicate that piracy has the power to cost real people real jobs and that illegally downloading movies is a blow to creativity, not corporate might. If we can get consumers to start thinking -- even for 30 seconds -- about the consequences of piracy, we will have made an impact."
While the commercials and trailers showcase the industry's anti-piracy argument, Valenti said it was not a one-shot deal.
"You don't change people's minds in one Thursday and Friday afternoon," he said.
Valenti said the studios, networks and theaters agreed on the cooperative effort because they saw what happened to the record industry. While Internet piracy of movies and TV shows does occur, it is less prevalent than music piracy because of the length of time it takes to download films and TV programs.
"We wanted to get out in front before we were hemorrhaging, before there are 40 million people with broadband," he said.
Even as the studios seek to educate people about the evils of Internet copyright piracy, they are not abandoning other avenues, including legal and legislative action to curb piracy.
While the MPAA has no immediate plans to go after individual copyright infringers -- as the RIAA is doing -- Valenti said, "No option is exiled."
Stressing the importance of copyright protection, the campaign begins Thursday evening with an unprecedented television "roadblock" on more than 35 network and cable outlets, with each network donating 30 seconds in the first primetime break.
On Friday, every major exhibitor will donate time to play daily trailers on all screens in more than 5,000 U.S. theaters. The campaign strategy was created and executed under the auspices of the MPAA Public Relations Council, which is made up of the MPAA's Public Affairs team and the senior public relations executives from the seven member studios: 20th Century Fox, MGM Studios, Paramount Pictures, Sony Pictures Entertainment, Universal Studios, Warner Bros. Studios and Buena Vista Pictures, an affiliate of the Walt Disney Co.
"We're talking directly to the public about the dangers of piracy," MPAA president and CEO Jack Valenti.
The PSA campaign also will be showcased on www.respectcopyrights.org, a new site to inform Internet users about the moral and legal implications of digital piracy.
The site will give visitors information about copyright laws and the effect of breaking them on the people who earn a living in the creative industries. In addition, it will show how easy it is to enjoy high-quality entertainment online in ways that both protect American families and the interests of creators.
Over time, the site will include resources to help teachers, children, university administrators and corporations participate in the industry's anti-piracy initiatives.
While the theatrical PSAs are an attempt to protect Hollywood movies, they shy away from using major stars. Valenti said the decision to use behind-the-lens talent was a deliberate one. It came about, Valenti said, after he considered reaction to speeches he has given to universities and colleges.
"Time and again the students would say, 'These are a lot of rich companies. They will not be affected if I download a few films, and these multimillion-dollar stars won't be hurt.' They don't realize only a handful of people make a million a year. Most people are ordinary wage earners who have to pay mortgages or college tuition."
The five 65-second theatrical PSAs each feature a single person who makes a living creating movies in order to invoke the message: "Movies. They're Worth It." A set painter, a stuntman, a make-up artist, a grip and an animator describe in their own words the adverse effects of piracy on the many thousands whose livelihoods depend on the exhibition of movies.
The 30-second television spot promotes the same theme while featuring individuals at all levels of the moviemaking business -- from award-winning actors and directors to a legion of behind-the-scenes people who make movies possible.
The PSA campaign was produced by 20th Century Fox. Jim Gianopulos, chairman of Fox Filmed Entertainment, previewed at Showest in March the 30-second spot that became the nucleus of the campaign (HR 3/6). Although the original plan called for that spot to appear in theaters this summer, it was decided that the 30-second spot, composed of lots of quick cuts, was better suited for TV airings. The longer, theatrical PSAs were created out of interviews filmed during the course of creating the original spot.
"It is incumbent upon our industry to teach people that copyright theft is not a victimless crime," said Peter Chernin, chairman of the Fox Group. "We feel very strongly about the need to communicate that piracy has the power to cost real people real jobs and that illegally downloading movies is a blow to creativity, not corporate might. If we can get consumers to start thinking -- even for 30 seconds -- about the consequences of piracy, we will have made an impact."
While the commercials and trailers showcase the industry's anti-piracy argument, Valenti said it was not a one-shot deal.
"You don't change people's minds in one Thursday and Friday afternoon," he said.
Valenti said the studios, networks and theaters agreed on the cooperative effort because they saw what happened to the record industry. While Internet piracy of movies and TV shows does occur, it is less prevalent than music piracy because of the length of time it takes to download films and TV programs.
"We wanted to get out in front before we were hemorrhaging, before there are 40 million people with broadband," he said.
Even as the studios seek to educate people about the evils of Internet copyright piracy, they are not abandoning other avenues, including legal and legislative action to curb piracy.
While the MPAA has no immediate plans to go after individual copyright infringers -- as the RIAA is doing -- Valenti said, "No option is exiled."
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