Indiantelevision.com Team

(28 April 2008 6:00 pm)

MUMBAI: The Motion Picture Association (MPA) has launched an anti-piracy trailer to coincide with World Intellectual Property Day.

The trailer will be shown before theatrical showings of the new Jackie Chan – Jet Li blockbuster The Forbidden Kingdom in movie theaters throughout China, and is expected to be seen by 10 million movie-goers over the next two weeks. The trailer is also available for viewing at www.mpa-i.org.

World IP day which took place on 26 April is a World Intellectual Property Organisation (Wipo) initiative and has been celebrated annually on 26 April since its inception in 2001. The day was primarily a chance to reflect on the importance of human innovation and the important role that IP plays in daily lives. The new anti-piracy trailer features a poster of The Forbidden Kingdom being consumed
by flames and a voice over by renowned CCTV dubbing actor Xie Meng.

The trailer invites consumers to consider the question “What Are You Really Burning” when downloading and burning copies of pirated movies and contains the following message:
“Piracy in China costs the film industry over 10 billion yuan in losses each year. Burning, buying and downloading pirated movies may seem trivial but it is like a single spark that
will eventually destroy the future of Chinese film. Stay away from piracy, your actions determine the future of film!”

MPA president, MD Asia Pacific Mike Ellis says, "Our sincere thanks to the producers of The Forbidden Kingdom for playing a major role in the trailer production and to Mr. Xie Meng for lending his voice.