Moments Worth Paying For Gemma Atkinson Supports Anti-Piracy Campaign In Iconic Way

Two young design students from London have created an innovative take on anti-piracy advertising for the UK film, TV and video industry.

Leighton Pountney (24) and Omri Dvir (27) will see their idea brought to life in outdoor advertising UK-wide, as well across the Internet from today.

Called All for the Price of a Ticket, their idea uses till receipts – with a twist – to celebrate the entertainment value behind the purchase price of a DVD, download or cinema ticket. The campaign has been brought to life in the form of a film quiz called Riddle Me Th?s, which features giant receipts, each offering the public the chance to  solve clues to great films at, the UK search engine for official film, TV and video.

A host of screen stars are supporting the approach, including BAFTA award winner Adam Deacon and film and TV actress Gemma Atkinson. Their favourite films feature as riddles in the campaign, alongside clues from other film and TV experts, including film critics and bloggers.

 Adam Deacon said: “So much time, energy and passion goes into making films and TV shows, so it’s always disappointing if people choose not to pay for your work. It’s great to see a campaign that celebrates the entertainment value you get back from your DVD, download or cinema ticket.”

 Gemma Atkinson added: “It’s refreshing to see the industry creating a campaign like this with the young people it hopes to inspire. The riddle element is a great way to get people thinking about how film and TV makes you feel – and whether that feeling is something worth paying for.

The students behind the campaign first submitted their idea to the YCN Annual Student Awards, which spotlight young talent by challenging students to answer a live creative brief. The Industry Trust for IP Awareness, which commissioned an anti-piracy brief for the 2012 Awards, spotted the potential of the concept – and is working with its industry partners to bring it to life.

Omri Dvir, one of the students behind the campaign, said: “We’re thrilled that our idea is being turned into a real campaign. We wanted to get across the point that the price of your film or TV show is great value for all the enjoyment you get in return. You get magical worlds, futuristic technology, great memories and of course countless pub conversations.

 Liz Bales, Director General of The Industry Trust for IP Awareness, which commissioned the campaign on behalf of the UK film, TV and video industry, said: “We’re delighted to be bringing Omri and Leighton’s idea to life. Our research shows that nearly half of young men today access some of their entertainment from unauthorised sources. So who better to take inspiration from than the generation of people we are hoping to reach?

The new advertising will form part of the UK film, TV and video industry’s innovative Moments Worth Paying For campaign, which spans cinema, outdoor advertising, PR and social media. It will feature in Clear Channel advertising spaces UK-wide from tomorrow as well as on and a wealth of other film and TV industry websites.

As you can see from the top image Gemma Atkinson one of her ‘moments worth paying for’ was the iconic scene to re-create an iconic scene from Pulp Fiction becoming Uma Thurman to help promote a Moment Worth Paying For campaign. Below is an behind the scenes video looking at how she becam uma thurman and her talking about her support for the campaign too. Here at The People’s Movies & Cinehouse do support the campaign we also believe something has to be done about the pricing structure as well as the overall experience of going to the cinema or buying that DVD or Blu-Ray.Though we might have the home release but let’s be honest there is some great scenes from films over the decades that should only be enjoyed in one format that’s on the big screen at your local cinema.

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