DUBLIN, 14th October 2016. The Industry Trust for IP Awareness and The Walt Disney Company today launched a 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.