DUBLIN. 14th October 2016. The Industry Trust for IP Awareness and The Walt Disney Company launched a new collaboration on the highly-anticipated animated feature film, MOANA, in the latest instalment in the Moments Worth Paying For campaign.
The trailer will run across cinema screens nationwide and features Dwayne Johnson speaking directly to the camera, as he shares with the audience what he thinks makes a great movie moment. According to Dwayne, it must look ‘amazing’, needs ‘blood pumping action’ and it has got to be watched with ‘good friends’! Before concluding that at the end of it all, adventures as huge as MOANA, always need the big screen and are best seen at the cinema.
Dwayne Johnson continues to support The Industry Trust’s consumer education campaign, inspiring audiences to choose cinema and enjoy all those great movie moments worth paying for. The trailer goes on to direct audiences to industry-funded website LOVEMOVIES.IE, which signposts legal content sources as well as information about the film industry in Ireland that employs almost 20,000 people, thanks to audience support. Recent research has identified that children as young as 11 are infringing so it’s increasingly important to reach a younger demographic to ensure they are inspired to choose official content, making the MOANA trailer a great addition to the Industry Trust’s 2016 education and awareness campaign.
Alison Crinion, Communications Director at The Irish Industry Trust for IP Awareness said: “The Moments Worth Paying For campaign is now in its 5th year and it’s great to see such continued support from all our distributor partners. It is testament to the campaign and its inspirational message that we are able to secure high-profile talent such as Dwayne Johnson to feature in not only one, but two of the trailers across this year. This collaboration is a great addition to this year’s campaign as we know it’s important to inspire young audiences to choose official film and TV before they reach the tipping point into infringement. MOANA is all about big adventures and it’s great to see Dwayne Johnson deliver our ‘big screen’ messaging in a way that will resonate with children, parents and audiences alike.”
Trish Long, Vice President and General Manager, Walt Disney Studios Ireland said: “Moments Worth Paying For continues to be an important and impactful campaign that connects with and inspires Irish audiences. We are delighted to be collaborating with the Irish Industry Trust again and are happy that we could get Dwayne Johnson on board to support. Our aim is for the trailer to deliver the Irish Industry Trust’s core message, encouraging audiences of all ages to join MOANA in cinemas this December for some great moments worth paying for. The Irish Industry Trust’s educational work is vital to the health of our film industry and we hope to continue partnering and keep inspiring audiences to pay to watch the content they love on the big screen.”