The Industry Trust for IP Awareness and Warner Bros. Pictures UK will release a unique Happy Feet Two trailer that promotes the value of the movie experience while addressing the continued challenge posed by piracy.

Running in cinemas, and in online and digital media, the trailer continues the Industry Trust’s successful Moments Worth Paying For campaign and highlights the many official ways of watching films and TV shows in the UK by directing viewers to FindAnyFilm.com.

A new independent tracking study by ICM shows that consumers who have seen the Moments Worth Paying For campaign are nearly twice as likely to pay for legal film and TV content. The campaign is also having the biggest impact on those who are currently engaged in piracy.

Liz Bales, Director General of the Industry Trust for IP Awareness added: “The campaign will continue to evolve over the next twelve months with a range of cinema trailers, supported by our partners across exhibition. The Trust’s collaboration with industry partners, including Warner Bros. Pictures, ensures that consumer education continues to play a vital role in supporting the audio-visual industry’s wider anti-piracy strategy, encompassing: enforcement, regulation and innovation. Each one of these components help to reduce the impact of piracy on the UK’s audio-visual industry.”

Watch Happy Feet 2 trailer.

Watch our exclusive interview with Liz Bales, Director General of the Industry Trust for IP Awareness, at the launch of the Moments Worth Paying For campaign in February of this year.

Happy Feet Two will be released by Warner Bros. Pictures in 3D in cinemas nationwide and 2D in select cinemas on 2 December.

Story filed 27.10.11