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AFACT Home > Anti-piracy campaign |
| What are you really burning? |
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What are you really burning?
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The latest anti piracy campaign appears in cinemas, on DVDs and in DVD rental and retail stores nationally, challenging Australians to consider “what are you really burning?” before they burn, buy or download pirated films.
With the Australian film industry losing over $230m yearly, and illegal DVD’s almost equalling legal copies in circulation (47m vs 52m), film and TV piracy poses a real threat to our economy, jobs and the future of our films.
Movie making is a risky business with only 4 out of 10 movies ever recouping their initial investment. Like every business, the industry relies on its profits to invest in future products. The revenue lost from piracy means there is less investment money available. Less money means fewer films are financed, which means fewer jobs are created, and there are fewer films for us to see.
There are a growing number of industry voices including those of George Miller, Clayton Jacobson, Phillip Noyce, Joel Edgerton and Margaret Pomeranz speaking out against film and TV piracy and its negative impact on Australia and Australians.
“Some of our best films often take 10 years to get off the ground,” says Dr Miller. “It is too easy to burn it. It only takes a few minutes to burn a film and that work is lost."
“Piracy basically robs the work of incredibly hardworking and talented people in the film industry and if we don’t do something about it, a precious thing will be lost.”
"For people like me, it's okay, I'm successful, I'm doing okay. But for every one person like me, like the people on "Happy Feet", there are 900 other people who worked on a film like that whose work is being ripped off. It makes it harder for them to get a job next time."
The campaign has been driven by the AFACT Intellectual Property Awareness Trust.
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VOX POPS! Hear from our local film industry |
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Preview the anti-piracy trailers |
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Intellectual Property Awareness Trust |
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The “What are you really burning?” campaign is driven by the Australian Federation Against Copyright Theft (AFACT) via the IP Awareness Trust which is funded by film distributors, exhibitors, rental and retail stores, DVD replicators - all of whom are greatly affected by film piracy in Australia.
The IP Awareness Trust key sponsors include the Australian Visual Software Distributors Association, the Motion Picture Distributors Association, Independent Cinema Association of Australia, Greater Union, Hoyts, Village Cinemas and Video Ezy. Supporting sponsors include Brazin Group, Regency Media, Technicolor, Sonopress, and Summit Technology.
The campaign, which features posters of acclaimed Australian films being burnt, was created by M & C Saatchi, and executed with the help of MJW. Animal Logic and POD working with Matt Baldwin at MJW created the trailers.
The IP Awareness Trust is supporting an education campaign developed and produced for school children and will be launched in May 2008.
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