Talking Movies

June 29, 2011

‘You Make the Movies’

‘You Make the Movies’ is something you’re going to be seeing and hearing a lot of soon so here’s some info on what it is.

‘You Make the Movies’ is a pro-copyright campaign organised by the Irish Industry Trust for Intellectual Property Awareness. The who in the what, you say? Glad you asked. It was set up in 2004 to help promote copyright, and inform movie and television fans everywhere of its vital importance. Funded by more than 30 member companies, from film studios to retailers, it spreads the word about the positive role copyright plays in protecting creative ideas. This campaign is being supported by Carlton Screen Advertising, Bravo Outdoor Advertising, and Clear Channel; and, with a media value in excess of €500k, will be rolled out across outdoor, print and online platforms. The part of the campaign that will undoubtedly catch people’s eyes are trailers, directed by BBC comedy heavyweight Steve Bendelack, paying homage to famous film moments from Lord of the Rings, The Life of Brian, Sixth Sense, Jerry Maguire and Jaws. The tagline ‘You Make The Movies’ in this initiative to protect the creative rights and livelihoods of people working in the Irish film industry is an explicit acknowledgement of the vital role the public plays in supporting the industry.

Copyright issues are obviously one of the most challenging issues for the movie industry today, just as much as for the now crippled music industry. Trish Long, Disney Ireland VP says the campaign recognises “the importance of protecting creative ideas and in helping secure the livelihoods of approximately 18,000 people who work in the film industry throughout Ireland. We hope that movie lovers nationwide will enjoy the campaign and take to heart the message, of which we are absolutely convinced, which is very simply: YOU Make the Movies.” Actress Amy Huberman also throws her substantial weight behind the campaign, “Illegal downloads and piracy are killing the film industry. If you love the cinema, keep supporting the real industry and pay for the movies that you want to see. Pirated DVDs … will simply reduce the number of good films it will be possible to make and for you to see as they take money directly from the filmmakers’ pockets.” Mark Doherty of The Independent Cinema Association of Ireland, heartily agrees, “Your local cinema has been an integral part of the community in Ireland for generations… From Dublin Bay to Galway Bay, young and old, from the usher who takes your ticket to the projectionist up in the booth. Every time you buy a cinema ticket you help to keep our industry alive.”

The Irish film and gaming industry has a turnover in excess of €700 million. Tom Byrne, in charge of Sony Pictures Home Entertainment Ireland, notes that DVD rentals and sales are now “a key contributor to the total revenue of a film” that directly employs over 2000 people around Ireland. Byrne importantly states, “We are greatly encouraged by the positive message of this campaign and believe that the Irish public will respond equally positively to that message and think more carefully about the consequences of purchasing illegal content.” The British campaign of a couple of years ago, featuring Daniel Craig and crew-members from Quantum of Solace, successfully reversed the tone of the previous, inescapable, incredibly aggressive and negative campaign that was so memorably and justly destroyed by The IT Crowd. If Brendan Gleeson’s ever to get his film of At Swim-Two Birds with Hollywood’s Irish stars off the ground this campaign needs a similar achievement…

For more click www.youmakethemovies.ie.

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