The Motion Picture Association (MPA) has screened its latest anti-camcording training video, Make A Difference 2 (MAD 2), to motion picture exhibitors and distributors attending CineAsia 2008, this week in Macau. MAD 2 is an updated version of a training video produced by the MPA that provides guidelines to cinema staff on how to prevent illegal recordings.

The screening formed part of the industry address delivered by MPA Asia-Pacific president and managing director Mike Ellis to delegates at the convention. Over 360 participants received a copy of the DVD and training package at the convention. More will be distributed to all cinemas across the region.

"As we continue to push for more day and date releases in our region, the number of camcords coming out of Asia-Pacific has also unfortunately risen exponentially," said Ellis. "However, while piracy – particularly camcorder source piracy – is damaging to the movie business, it need not be inevitable. We are sure that this updated version of our Make A Difference training package for cinema staff will go a long way in helping them prevent camcording, identify camcorders as well as assist enforcement authorities when they are caught making these recordings."

The launch of MAD 2 coincides with Operation ZoomOut, the MPA's region-wide anti-piracy enforcement solely focused on illegal camcording of movie releases timed for this holiday season.

More than 90 per cent of newly-released movies that illegally end up on the Internet and in street markets around the world originate from illegal recordings being made in cinemas. These recordings often appear online within hours or days of a movie premiere, triggering an avalanche of illegal downloads that can significantly impact a film's performance at the box office and throughout its distribution cycle.

This year so far there have been 109 illegal unauthorized recordings forensically matched to theaters in the Asia-Pacific. This represents a 336 per cent increase over the same period in 2007, when there were 25.

Story filed 10.12.08