Film and TV industry begins anti-piracy campaign

Stressing the importance of copyright protection, the campaign begins with an unprecedented television "roadblock" on more than 25 network and cable outlets on the evening of July 24, with each network donating 30 seconds in the first prime time break. Beginning Friday, July 25, every major exhibitor in the country will donate time to play daily trailers on all screens in more than 5,000 theatres across the U.S. The campaign strategy was created and executed under the auspices of the MPAA PR Council, made up of the MPAA's Public Affairs team and the senior PR reps from the seven member studios: 20th Century Fox, Metro-Goldwyn-Mayer Studios, Paramount Pictures, Sony Pictures Entertainment, Universal Studios, Buena Vista Pictures, an affiliate of The Walt Disney Company, and Warner Bros. Studios.

The five 65-second theatrical PSAs each feature a single person who makes his/her living creating movies in order to invoke the message: "Movies. They're Worth It." A set painter, a stuntman, a make-up artist, a grip and an animator describe in their own words the adverse effects of piracy on the many thousands whose livelihoods depend on the movie-going experience. Kodak Film, Deluxe Labs and Deluxe Media Services lent their support by donating goods and services to the campaign, which will rotate a different PSA through theaters every three months.

The 30-second television spot promotes the same theme while featuring individuals at all levels of the movie-making business - from award-winning actors and directors to a legion of behind-the-scenes people that make movies possible.

"It is incumbent upon our industry to teach people that copyright theft is not a victimless crime," said Peter Chernin, Chairman of the Fox Group.