The Industry Trust for IP Awareness Ireland and Bord Scannán na hÉireann/the Irish Film Board (IFB) have teamed up  to create a new trailer that features a special selection of the best moments from some of the very best Irish cinema releases in recent years. This will form part of an exclusive ‘Irish Moments Worth Paying For’ campaign.

Featuring a broad range of ‘moments’ from critically acclaimed Irish films, the trailer thanks audiences for buying a ticket and reminds them how seeing Irish film on the big screen is integral to supporting the creative talent and the industry that works so tirelessly to make these pictures. From the hugely life-affirming Room, to the moving character portrait of A Date for Mad Mary, as well as the hilarity of The Young Offenders, this exclusive trailer— which will be rolled out across Irish cinemas—will reinforce the message that these really are ‘Moments Worth Paying For.’

The Industry Trust’s consumer education campaign continues to deliver this core message; inspiring audiences to choose the big screen experience. Like the others in the series, the trailer directs audiences to the industry-funded film search engine, which signposts them to legal content sources so they can book, buy and watch at their convenience.

Being able to work with The Irish Film Board on this campaign has been an extremely rewarding experience. As a country Ireland has such a rich heritage of storytelling and this selection of moments fills me with great pride in Irish Film.  Our research has concluded that audiences are more likely to support the film industry after watching the trailers that are directly speaking to them. So it’s hugely vital to remember how our cinema ticket supports the 18,000 film and film related jobs in Ireland. We continue to inspire our core audiences with messaging through our trailers.
David Burke, Chairman – Industry Trust for IP Awareness

Irish film is currently enjoying great success both with local and international audiences.  The film industry has been thriving in Ireland over the last number of years, creating an increasing number of jobs for people working in Ireland and exports for Irish companies bringing inward investment into Ireland. It is vital the revenue received from these films is shared with the creators who produce them and it is also crucial for the wider development and prosperity of the industry.  Piracy prevents this happening and measures to eliminate piracy are an essential part of protecting the livelihoods of creative talent including Irish directors, writers, producers, cast and crew.
James Hickey, Chief Executive – Bord Scannán na hÉireann/the Irish Film Board

The ‘Irish Moments Worth Paying For’ trailer will launch online today, and in cinemas across the country from Friday July 7th via Wide Eye Media, ensuring the Industry Trust’s messaging targets core infringers not only in the cinema but also across a broad range of platforms, ensuring multiple touch-points for the campaign.

The Industry Trust is the 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

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