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LONDON – Sony Pictures Releasing U.K. has teamed with the Industry Trust, the U.K. film and TV industry body backed by everyone from the U.S. studios to retailers and TV banners, to recruit crime fighter Spider-Man to joint its anti-piracy push.
Sony will launch an exclusive anti-piracy trailer for The Amazing Spider-Man 2 in its ongoing campaign targeted to youngsters.
The sequel, starring Andrew Garfield as Spider-Man and Emma Stone as Gwen, sees Spider-Man take on new foe Electro, played by Jamie Foxx.
The Industry Trust noted that Marvel titles appeal to the core 16-34 male audience target and its research indicates that those exposed to the “Moments Worth Paying For” campaign “are twice as likely to pay for content.”
Sony Pictures Releasing U.K. secured exclusive film footage to ensure Spider-man plays a part in helping consumers go grab official film, TV and video content.
The Industry Trust plans to take an integrated multimedia approach across cinema, digital, PR, social media and outdoor to complement the The Amazing Spider-Man 2 marketing strategy.
Liz Bales, director general at Industry Trust for IP Awareness said: “With each trailer execution delivering more traction and success for the campaign, it’s key that this momentum continues. We’re delighted to have partnered for the first time with Sony Pictures Releasing U.K. on one of the tent pole releases for 2014.”
The movie’s director, Marc Webb, said: “Working on Spider-Man brought an opportunity for every single person involved in the film to work on something complex and challenging and ultimately something we all took a great deal of pride in. The ‘Moments Worth Paying For’ campaign — which we’re very happy to be partnering with — is a fantastic way that we can enlighten film lovers, by helping them to experience the levels of work and creativity that go into bringing them the movies they love.”
Sony Pictures Releasing U.K. managing director Peter Taylor said: “Sony is committed to tackling the key drivers to copyright infringement and working with the Trust is the perfect way to deliver on that objective.”
The movies will open in theaters here on April 18.
The Trust has previously partnered with the U.K. outposts of Walt Disney Studios, Warner Bros. and Paramount for the campaign.
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