On behalf of theatrical film distributors, Film Distributors' Association (FDA) this week launches a new series of messages in UK cinemas, thanking audiences for coming and appealing for their help in combating film theft.

Three 20-second spots have been produced. Each will play for three months in rotation immediately before the BBFC certificate that precedes the feature film, as an integral element of the release print.

The messages are presented by young UK actors - Martin Freeman, Jaime Winstone and Mathew Horne - who appear on screen and speak directly to the audience. The 'thank you' for supporting film and cinema in the UK is followed by an appeal to help prevent camcording and piracy. The spots end with the familiar logo of Crimestoppers, the UK-wide independent charity that allows people to pass on information about crime anonymously.

The first in the series, featuring Martin Freeman, will start to appear exclusively on UK cinema screens from Friday 7 August.

Martin Freeman said: "I think people are becoming more and more aware that film theft isn't a victimless crime. It robs people working in the industry of the investment needed to make new films that we can all enjoy. Happily the UK public loves the cinema experience, and I'm delighted to have this chance to celebrate that and to thank them for their support."

Jaime Winstone said: "There are plenty of great films to enjoy, which is only possible because of the large majority who go and buy their tickets, so I'm proud to join the campaign to say thanks. When you take the time to look a bit more closely at the piracy trade, you can see the serious damage that film theft wreaks on various different communities - the people who make the original content, the local outlets that offer it to the public, the streets and websites where stolen copies are traded."

FDA President, Lord Puttnam CBE, said: "These engaging messages are part of a wider initiative which aims to restrict the damaging impact of digital film theft and to celebrate the vibrancy of film and cinema - two sides of the same coin. Many millions of people enjoy regular visits to the cinema but the industry, which employs around 38,000 people in the UK, doesn't take the hearts and minds of the audience for granted. My sincere thanks go to the talented creative team who brought this new campaign to life."

Further information
Carrie Thatcher
Film Distributors' Association, 22 Golden Square, London W1F 9JW
Tel: 020 7437 4383 Email: cthatcher@fda.uk.net
Website: www.launchingfilms.com

Notes to editors

Film Distributors' Association, the trade body for UK theatrical film distributors, has 22 member companies whose releases account for circa 96% of UK cinema admissions.

Transcript of the message delivered in the new spots:
"Thousands of people work in the UK film industry. And we'd like to thank all of you who pay to enjoy the latest releases. But a small minority damages cinema by camcording films and posting them online or making copies. With your help we can restrict piracy and enjoy the real thing. Thank you."

Copyright theft costs the UK audio-visual industry around £500 million a year. The criminal gain from DVD piracy is estimated at £200 million a year at street prices and the estimated annual loss in unpaid VAT is around £100 million a year. Copies camcorded in cinemas around the world are found to be the source of 90% of pirate DVDs, although cinemas in the UK are equipped with night vision technology to help detect camcording devices.

FDA is working in partnership with Crimestoppers, the independent charity that has helped to find criminals and solve crimes for 21 years. People can pass on information about crime anonymously via www.crimestoppers-uk.org or by calling 0800 555 111 at any time. As a result of information given to Crimestoppers, around 19 arrests are made every day and one person is charged with murder every four days. FDA is also a member of the Federation Against Copyright Theft (FACT), the Industry Trust for Intellectual Property (IP) Awareness, and the Alliance Against IP Theft.