The ‘Storks’ animation directed by Nicholas Stoller and Doug Sweetland features in the latest trailer released by The Industry Trust for IP Awareness and Warner Bros. Pictures UK and Ireland.
The Moments Worth Paying For trailer is an addition to the efforts of Industry Trust to educate young people on the value of copyright and creative content.
ICM has been commissioned by the Industry Trust to research levels of copyright infringement by young people, identifying the “tipping point” of infringement at 16 years of age. Other findings show that a third of 11-12 year olds download and stream unauthorised content.
Independent tracking research from ICM, commissioned by the Industry Trust, reveals that children as young as 11 are infringing content with a third (33%) of 11-12 year olds downloading and streaming unauthorised content.
The consumption of paid-for digital content has jumped by 13% to 82% since 2014 amongst children in the 11-15 year-old age bracket. 68% of this audience group agree film is best seen in the cinema, having been exposed to the campaign.
The campaign aims to ensure this young audience recognises the positive impact of watching legal sources and associates this with the value of creativity. It is hoped this behaviour will be positively reinforced before they reach the tipping point for copyright infringement.
Josh Berger CBE, President & Managing Director, Warner Bros. UK, Ireland & Spain said: “We are proud to be working on another Moments Worth Paying For campaign, and to support once again the Industry Trust in their important educational work. An incredible amount of creative talent has gone into making STORKS, and we’re confident that this trailer, and the film itself, will delight younger audiences and their parents alike.”
Sylvia Wan, Digital Communications Manager at Industry Trust for IP Awareness said: “Young audiences are really important for the UK’s film industry as they spend an increasing amount of their time online. We have to drive them away from pirating content and encourage them towards the many legal ways in which they can access creative content. STORKS is the perfect title for this. Finding collaborations that work for this younger audience goes hand in hand with our education programmes in the classroom delivered through our strategic partnership with Into Film. We are really thankful to Warner Bros. Pictures UK & Ireland for enabling us to create such a great animated trailer.”
The 'Storks' trailer continues to drive the ‘Book, Buy, Watch’ tagline directing audiences to FindAnyFilm.com, signposting them towards legal film and TV content. The in cinema (courtesy of DCM and Pearl and Dean) campaign will also be supported by online activity and outdoor (via Clear Channel and Primesight) and is another example of how the Industry Trust implements a multimedia approach to amplify reach and influence to deliver a successful consumer education programme.
'Storks' releases to Irish cinemas on Friday October 14th
