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LONDON — The Industry Trust, the U.K. film and TV industry body backed by everyone from the U.S. studios to retailers and TV banners, has teamed with Warner Bros. Pictures U.K. to launch an exclusive trailer for The LEGO Movie as part of an anti-piracy campaign targeting youngsters.
Running across U.K. and Irish cinemas, digital, outdoor and social media for three months, the 30-second trailer is the 10th in the Industry Trust’s “Moments Worth Paying For” campaign and the second Warner Bros. collaboration this year after a bespoke version for Pacific Rim debuted in May.
Independent tracking research by ICM in August indicates that those audiences exposed to the campaign were “significantly more likely to pay for official film and TV than those not exposed to it.”
The bespoke LEGO Movie trailer shines a light on the thousands of dedicated professionals responsible for bringing the animated feature film to life, not to mention the many millions of Lego bricks required too.
The trailer also directs audiences to FindAnyFilm.com, a search engine for all films in every legitimate format available.
Liz Bales, director general at Industry Trust for IP Awareness said: “We’re delighted to be working with Warner Bros. Pictures U.K. again as we continue to evolve and refine our Moments Worth Paying For campaign. It’s great to work on a title that reaches both young people and parents — two audience groups that are very important to us as they continue to migrate online.”
Bales noted it is “crucial that the film industry is connecting them with legal services, making it easy to choose to pay for official content and less likely that they would inadvertently or intentionally access pirate websites.”
Josh Berger, president and managing director at Warner Bros. U.K., Ireland & Spain, said: “A great deal of work has gone into making The LEGO Movie, so it’s great to be able to highlight this in the trailer whilst engaging young people and parents alike.”
Directed by Phil Lord and Christopher Miller (Cloudy with a Chance of Meatballs), The LEGO Movie boasts an impressive voice cast including Chris Pratt, Will Ferrell, Elizabeth Banks, Will Arnett, Nick Offerman, Alison Brie and Charlie Day, with Liam Neeson and Morgan Freeman.
The original 3D computer animated story follows Emmet, an ordinary, rules-following, perfectly average LEGO mini-figure who is mistakenly identified as the most extraordinary person and the key to saving the world.
Lord and Miller also wrote the screenplay from a story by Dan Hageman and Kevin Hageman based on Lego construction toys. The LEGO Movie is produced by Dan Lin and Roy Lee.
Executive producers are Jill Wilfert, Matthew Ashton, Kathleen Fleming, Allison Abbate, Zareh Nalbandian, Jon Burton, Benjamin Melniker, Michael E. Uslan, Seanne Winslow, Matt Skiena and Bruce Berman; the co-producer is John Powers Middleton.
A Warner Bros Pictures picture, in association with Village Roadshow Pictures, in association with Lego System, The LEGO Movie is a Vertigo Entertainment/Lin Pictures Production.
It will be distributed by Warner Bros. Pictures, a Warner Bros. Entertainment Company, and in select territories by Village Roadshow Pictures.
The LEGO Movie will be released in U.K. cinemas Feb. 14, 2014.
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