New Approach To Anti-Piracy Announced

A new approach to anti-piracy communications for UK audiences has been announced
The Film Distributors’ Association (FDA) and the National Film and Television School (NFTS) has joined forces and completed The Last Cinema, a new approach to anti-piracy communications for UK audiences.
Commissioned by FDA and made by NFTS graduates it imagines a devastated near-future world in which unchecked piracy has brought about the end of cinema.
The promo conveys the loss that audiences themselves as well as the industry would feel. It invites them, rather than turning a blind eye to film theft, to alert Crimestoppers, the independent charity that people can call anonymously to pass on information about crime. Details are forwarded in turn to the Federation Against Copyright Theft (FACT), which protects the intellectual property of its members across the audio-visual sector and also supports this new campaign.
FDA has been a key partner sponsor of the NFTS, based at Beaconsfield Studios, since 1992. Annual contributions are made every autumn and over the last two decades a seven-figure total has been donated on behalf of UK film distributors. The Last Cinema is the first production that FDA has commissioned from the NFTS.
Written and directed by Jae-ha Myung, the treatment was selected by a panel of UK film distributors. The piece was shot at three different locations – one exterior and two interior – in summer 2011. Digital editing and atmospheric visual effects work took place at the NFTS. The promo is available in two versions, running 60 seconds and 20 seconds, both of which have been classified "U" by the British Board of Film Classification. The narration is spoken by distinguished British actor, John Hurt.
Jae-ha Myung said: "This project has been my first since leaving the NFTS and I’m thrilled with the result. As a filmmaker emerging into the industry, I’m particularly keen that the uniquely immersive, shared experience of the cinema should not be harmed by the illicit sharing of bootleg files or DVDs, and that audiences continue to enjoy a rich array of movies."
NFTS Director, Nik Powell, said:"The School’s many links with the film industry are incredibly important for the onward careers of our students. For this FDA project we had a clear brief and plenty of creative latitude, and I warmly congratulate Jae and his team on the deeply cinematic, thoughtful piece they have delivered."
(LB)