King Arthur: Legend of the Sword star Charlie Hunnam Wants You To Make The Most Of Your Movies By Seeing Them On The Big Screen

As part of the Moments Worth Paying For campaign, Charlie Hunnam has released a short video to encourage audiences to make the most of their movies and see them on the big screen.

The exclusive 35” trailer features Charlie Hunnam in an exclusive piece to camera asking audiences to pay for their movie going experiences and to see them in the best quality, on the big screen. The Industry Trust’s consumer education campaign inspires audiences to choose cinema and enjoy all those great movie moments worth paying for. The trailer directs audiences to the industry-funded film and TV search engine, FindAnyFilm.com, which signposts them to legal content sources so they can book, buy and watch at their convenience.

Sylvia Dick, Head of Audience Engagement at Industry Trust for IP Awareness said “It’s great to continue the Moments Worth Paying For campaign with another piece to camera by the talented Charlie Hunnam! The bespoke trailer is a great way to kick off the sixth year of the campaign as we continue to inspire audiences of all ages to choose official film and TV. The cinematography alongside the piece to camera reinforces the message that content like King Arthur deserves to be seen in the best quality, on the big screen.”

The King Arthur: Legend of the Sword Moments Worth Paying For trailer will launch online today and the in cinema (courtesy of DCM and Pearl and Dean) campaign will also be supported by online activity and outdoor (via Clear Channel and Primesight), ensuring the Industry Trust’s messaging targets core infringers not only in the cinema but also across other platforms. This is a further example of how the Industry Trust implements a multimedia approach to amplify reach and influence to deliver a successful consumer education programme.

King Arthur: Legend of the Sword Film Page

KING ARTHUR: LEGEND OF THE SWORD OPENS IN UK CINEMAS ON FRIDAY 19 MAY (PREVIEWS 17TH/18TH)

About The Industry Trust for IP Awareness
The Industry Trust is the UK film, TV and video industry’s consumer education body, promoting the value of copyright and creativity. Its consumer awareness programmes address the on-going challenge of film and TV copyright infringement by inspiring audiences to value great movie moments and choose to watch film, TV and video via legitimate sources. Industry funded, their work aims to engage three distinct audience groups: young people, 16-34-year-old men; and parents, providing extensive insight around audience attitudes and understanding of intellectual property. For more information on the Industry Trust’s work, visit www.industrytrust.co.uk

About FindAnyFilm.com
FindAnyFilm.com is one of the UK's leading websites for film fans looking to watch, buy, download, stream or rent legitimate film. Operated by the Industry Trust for IP Awareness, the website offers 40,000 films across all formats, from cinema to DVD and Blu-ray, as well as download and streaming services. Visitors can search by title and talent, and can sort their results by format and price.

About King Arthur
Acclaimed filmmaker Guy Ritchie brings his dynamic style to the epic fantasy action adventure King Arthur: Legend of the Sword. Starring Charlie Hunnam in the title role, the film is an iconoclastic take on the classic Excalibur myth, tracing Arthur’s journey from the streets to the throne.

When the child Arthur’s father is murdered, Vortigern (Jude Law), Arthur’s uncle, seizes the crown. Robbed of his birthright and with no idea who he truly is, Arthur comes up the hard way in the back alleys of the city. But once he pulls the sword from the stone, his life is turned upside down and he is forced to acknowledge his true legacy…whether he likes it or not.