The Industry Trust for IP Awareness and Marvel Entertainment have launched the latest Moments Worth Paying For trailer, a collaboration for Marvel’s Avengers: Age of Ultron which champions the value of the big screen experience.

The Moments Worth Paying For campaign launched in February 2011 and has gone from strength to strength with independent tracking research by ICM revealing that those audiences exposed to the campaign were significantly more likely to pay for official film and TV than those who were not.

This in-cinema campaign is supported by Wide Eye Media who are dedicated to helping their audience’s value real cinema experiences. [quote]We are delighted to
provide screen time in cinemas to The Industry Trust for IP Awareness. There is no film industry if Intellectual Property isn’t valued.[/quote] said Eoin Wrixon of Wide Eye Media.

From Marvel Studios, Avengers: Age of Ultron reunites the Marvel Avengers team for the first time on screen since the global box office success of Marvel’s Avengers Assemble which took over $1.5 billion at the worldwide box office making it the third biggest film of all time. The film sees Tony Stark jumpstart a dormant peacekeeping program, but things go awry and Earth’s Mightiest Heroes, including Iron Man, Captain America, Thor, The Incredible Hulk, Black Widow and Hawkeye, are put to the ultimate test as they battle to save the planet from destruction at the hands of the villainous Ultron.

Marvel’s Avengers: Age of Ultron stars Robert Downey Jr., who returns as Iron Man, along with Chris Hemsworth as Thor, Mark Ruffalo as Hulk, Chris Evans as Captain America, Scarlett Johansson as Black Widow and Jeremy Renner as Hawkeye. Together with the additional support of Don Cheadle as James Rhodes/War Machine, Cobie Smulders as Agent Maria Hill, Stellan Skarsgård as Erik Selvig and Samuel L. Jackson as Nick Fury, the team must reassemble to defeat James Spader as Ultron, a terrifying technological villain hell-bent on human extinction. Along the way, they confront two mysterious and powerful newcomers, Pietro Maximoff, played by Aaron Taylor-Johnson, and Wanda Maximoff, played by Elizabeth Olsen and meet an old friend in a new form when Paul Bettany becomes Vision.

Trish Long,  Vice President and General Manager (Ireland), The Walt Disney Company said: [quote]The Walt Disney Company is delighted to support the Irish Industry Trust’s continued efforts in helping educate Irish cinema goers – who are amongst the highest consumers of cinema per capita in Europe – on the value of Film and the power of experiencing film in cinema. It has been a pleasure to work with the Trust once again to develop and produce this latest trailer featuring content from Marvel’s Avengers: Age of Ultron; using the spectacular visuals to inspire Irish audiences in making a legal choice when consuming and enjoying content.[/quote]

Liz Bales, Chief Executive at Industry Trust for IP Awareness said: [quote]It’s wonderful to be working with Marvel on another Moments Worth Paying For trailer. Their titles are always a perfect fit for the 16 – 34 year old filmgoers; making this trailer impactful and engaging whilst still informing audiences on where they can book, buy & watch.[/quote]

Marvel’s Avengers: Age of Ultron opens in Irish Cinemas on Thursday April 23rd. LoveMovies.ie will have further online and outdoor activity for this campaign in the coming weeks.

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