Building on its flagship consumer education campaign, the Industry Trust for IP Awareness is joining force with Walt Disney Studios UK to launch a unique IRON MAN 3 trailer that celebrates the value of great movie moments while addressing the continued challenge posed by piracy.

Running in cinemas nationwide over a 4-week period from the 29 March, the trailer builds on the success of the Industry Trust's 'Moments Worth Paying For' campaign, which seeks to inspire respect for the value of official ? read legal - film, TV and video content. Independent research conducted by ICM shows that exposure to 'Moments Worth Paying For' makes illegal downloaders more than twice as likely to pay for official film, TV and video.

With IRON MAN 3 trailer also highlights the many legal ways of watching films and TV shows in the UK by directing viewers to FindAnyFilm.com.

"The continued support of Disney and all the Trust's member organisations from across exhibition, distribution and retail, plays a vital role in the ongoing success of the industry's 'Moments Worth Paying For' campaign," says Liz Bales, Director General of the Industry Trust. "The enormous fan following for IRON MAN 3 will help ensure that our work to inspire and inform film fans about the value of movie moments and the wealth of official film, TV and video services available reaches audiences right across the country."

"At Disney, we're committed to supporting consumer awareness campaigns to tackle copyright infringement," adds Lee Jury, from the Walt Disney Company EMEA and UK.

The campaign is supported through partnerships with cinema advertising agencies Pearl and Dean, and DCM, as well as Clear Channel, who donated outdoor advertising space to the campaign.
IRON MAN 3 will be released in cinemas nationwide on 25th APRIL 2013. Associated 'Moments Worth Paying For' activity will run in cinema, outdoor and online.

Story filed 02.04.13