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Scsn Escape PlanThe Industry Trust for Intellectual Property Awareness is kicking off the largest anti-piracy campaign ever in the UK on June 1 to educate the public about the damaging effects of what they now refer to asKnocking Off .New research shows that copyright theft cost the film and television industry $912m拢460min 2006. Losses to the DVD retail sector were equivalent to 14% of the sector s total value and cinema losses equivalent to 13.5%. The leading drive behind this new $6m拢3mcampaign is a Television advert featuring a guy with his girlfriend in a pub who is humiliated and referred to as aKnock Off Nigelfor purchasing counterfeit goods. With almost one in three people now viewing or acquiring illegal content, this new marketing campaign aims to create a social stigma around buyingknock offDVDs and downloading illegal content and marks a shift away from the Trust s previous approach which linked piracy with organised crime.Liz Bales, direc stanley cup tor general of the Industry Trust, said:The campaign is a bold new approach to tackling copyright theft. We know that lecturing and hectoring people can mak stanley cup e them switch off so we hope to engage and involve them instead. The Knock-off Nigel co stanley italy ncept uses humour to get a very serious message across in a lighthearted way. Matt Brown, executive vice president, international, Sony Pictures Home Entertainment agreesWe need to motivate the public to not be part of a shabby business. Every year 15% of our retail business is being l Ixya Filming with drones: a legal guide
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