Games platform Xbox LIVE has joined the film and TV industry body Industry Trust for IP Awareness as it launches a month-long pro-copyright Moments Worth Paying For campaign to 16-24 year-old males about the importance of paying for film and TV.

Situated on an Xbox-branded destination experience (BDE) - the Xbox equivalent of a microsite - the new campaign encourages users to watch and vote on their favourite scenes from famous movies, including Fight Club, Inception and The Kings Speech, with the popular Inside Xbox presenters Xbox Live Editor Dan Maher and Xbox Live Producer Andy Farrant as hosts.

A voting mechanism will allow viewers to vote on their favourite scene, and in doing so enter into a competition to win Microsoft points. The campaign BDE also directs to FindAnyFilm.com - where users can find all films, all above board, all in one place.

"Tackling digital copyright theft is one of the biggest challenges facing the UK film and TV industry, and indeed many of the other creative industries, including gaming," says Liz Bales, Director General of the Industry Trust for IP Awareness. "We are committed to using innovative and inspiring campaigns to engage film fans around the value of creative content. The Xbox LIVE tie-up is the first of its kind to blend branded content and editorial endorsement across the platform. We're confident the concept of Moments Worth Paying For will be delivered in an interactive way to thousands of gamers."

Additional campaign assets will include the chance to recreate famous movie moments starring users' own Avatar Kinect characters and downloadable background themes incorporating the 'Moments Worth Paying For' posters from the Industry Trust outdoor campaign.

Dan and Andy will be supporting the campaign in their show, Inside Xbox, alongside Xbox LIVE promotion of the BDE via the homepage, video channels and editorial placement on gaming websites.

The campaign is now live across the Xbox LIVE platform and will continue until the end of the month. Dan and Andy's top film moments and more details on the partnership can be found at www.industrytrust.co.uk and www.findanyfilm.com/editorial/xbox

Story filed 20.04.12