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LONDON — Universal Pictures U.K. and the Industry Trust for IP Awareness have united to deploy the studio’s upcoming tentpole Battleship, with Liam Neeson and Rihanna among its crew, in the war against piracy.
The studio’s overseas distribution arm has cut together a special trailer using content from Universal’s high-profile release – out April 11 here – to highlight why the cinema is the best place to see the movie.
It’s part of the Industry Trust for IP Awareness’ campaign entitled “Moments Worth Paying For” and is the first in a series of title-specific ad spots beginning in theaters to boost anti-piracy sentiment amongst consumers.
Edited with film content, the trailer turns the camera on the viewer to capture the emotions that watching film and TV can evoke with the legend that these as “moments worth paying for.”
The 30-second spot will be shown in all cinemas across the U.K. over an eight-week period ending May 10.
Additionally, a supporting poster will be showcased on more than 500 outdoor sites across the U.K. over a two-week period.
Universal Pictures U.K. managing director Niels Swinkels said: “Showcasing our summer blockbuster Battleship, the message reinforces the notion that films like this are made to be seen on the big screen and deepens cinemagoers’ understanding that their support is essential for us to continue to deliver such unique experiences.”
Industry Trust for IP Awareness director general Liz Bales said: “Using new release content to engage with our audience on the important issue of copyright infringement is a proven approach embraced by both the film and TV industries. We feel certain it will provide great benefits to the marketing of the release while continuing the great strides made in change attitudes and consumer behaviour around copyright theft.”
Produced and directed by Peter Berg (Hancock), Battleship also stars Taylor Kitsch, Brooklyn Decker and Alexander Skarsgård.
Check out the “Moments” ad below.
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