The majority (63%) of people aged between 11 and 18 are now getting their digital content (films and TV shows) from legitimate sources as 26% source content over the internet, according to Habbo.
The Habbo poll found that fewer than one in five actually realise that by downloading content illegally via the internet they can damage the creative industries (18%).
A separate study carried out by specialist youth research agency, Dubit, for the Industry Trust, shows that educating young people about how respect for copyright helps to protect creative works can make them twice as likely to support legal content .
Meanwhile, the UK film and TV industry have launched its second wave of ‘You Make the Movies’ cinema trailers, which thank the public for its ongoing support through buying genuine DVDs, Blu-ray discs, legal downloads and cinema tickets.
The new trailers retain the ‘thank-you’ message at the heart of the industry’s 2009 campaign but feature a Toy Story execution specifically geared to youth audiences, as new research by Habbo Hotel, the world’s largest virtual world for teenagers, reveals that:
The new campaign, an initiative by film and TV body, the Industry Trust for IP Awareness, features four executions directed by home-grown director Steve Bendelack (League of Gentleman, Little Britain) and voiced by Bafta-winning British actor and director Noel Clarke.
The trailers’ strapline, ‘You Make the Movies’, reinforces the direct relationship between buying legal content and funding film production.
Liz Bales, Director-General of the Industry Trust, said: “The You Make the Movies trailers form part of a long-term education drive by the industry to show consumers the very positive impact they have on the future of film and TV when they support legal content and respect copyright – and thank all those that choose to do so.
“This kind of public education campaign can complement the government’s plans to introduce legal measures to tackle online copyright infringement, by inspiring consumers to want to choose legal content formats.”
The You Make the Movies trailers are one element of the film and TV industry’s wider pro-copyright campaign, “Connected to Film and TV”, which aims to reconnect the public to its vital role in film and TV production. The series of four trailers, which pay homage to famous film moments from Sixth Sense, Toy Story, Jerry Maguire and Reservoir Dogs, will hit UK cinema screens nationwide from 5th March 2010.
As part of this wider campaign the UK film and TV industry will be launching a series of pro-copyright outdoor advertisements to coincide with the release of the trailers.
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