All Industry Trust for IP Awareness Consumer Awareness March 2009

Industry Value UK film industry contributed over £4.3 billion to the UK GDP and over £1.1 billion to the Exchequer 7% of UK GDP Employing circa 150,000 UK films produce estimated tourist revenue of £800 million

The size of the problem Loss to industry estimated at £487m 32% of population admit to participation in copyright theft Criminal gain from counterfeit and home copied DVDs is currently estimated to be £200m

Industry Strategy to Tackle Copyright Theft Product protection/security measures Enforcement/investigation (FACT) Government lobbying (Alliance Against IP Theft) Consumer communications

Film & TV in the Digital Economy: An integrated, measured approach? Education Application Regulation INTERNET CONSUMER CHOICE

Copyright Conundrum 70% of consumers don’t understand the concept of Intellectual Property 90% understand what copyright theft is Physical copyright theft is more widely perceived to be wrong than digital copyright theft.

The Consumer Perspective Consumption of counterfeit products is socially acceptable behaviour “They’re like the ice cream van! We love them, they put a smile on peoples’ faces’” Behavioural change is required Shape the debate by being a part of it

Campaign Objectives (Three years) Reduce the proportion of the British public viewing or buying unauthorised content Create a broader appreciation of the value of copyright Create an appreciation of the value of TV/Film product

Strategy Social Stigma –Change terminology –Cause a pause –Align to socially unacceptable behaviours Respect Creativity –Increase appreciation of copyright –Value contribution to British film and TV –Drive awareness of impact of copyright theft Education / Enforcement –Remit of copyright and penalties for infringement –Drive consumption of legal digital services

Muddled mums 2008 Net savvy film surfersPub DVD buyers Young ambassadors

5 KEY PRINCIPLES No finger wagging Make the ‘right’ behaviour more aspirational than the ‘wrong’ behaviour Personal relevance Simple steps Overt self-interest kills your campaign

Stigma: Knock off Nigel

Knock off Nigel

Education: Consumers Educating on copyright and directing consumers to legal content Copyright Clinic hosted at

Respect: Youth yrs

Screenthing

What Works Which, if any, of the following statements about downloading pirate / knock-off films do you agree with?

Attitude Change Which, if any, of the following statements about downloading pirate / knock-off films do you agree with?

You Make the Movies Thanking the audience for consuming film legally, and showcasing what goes into the ‘making of…’ amplifying the Respect Creativity message.

You Make the Movies