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MPA DRAWS IN CHINA FILM INDUSTRY TO INTENSIFY ANTI-CAMCORDING AWARENESS BEFORE HOLIDAY SEASON

Country’s Top Celebrities Call For A Stop To Camcording, Illegal Replication And Distribution Of Movies

  • 7Dec 2009

Hong Kong/ Beijing – As the busiest movie-going season of the year dawns this December in China, the Motion Picture Association (MPA) continues to take proactive steps to enhance content protection – today announcing a national anti-camcording campaign in partnership with the China Film Copyright Association (CFCA) and the China Film Distribution and Exhibition Association (CFDEA). The campaign will focus on raising public awareness of camcording threats to the movie industry, as well as on educating theater staff on deterrent techniques.

The campaign and its timing effectively address two key market conditions: the growing proliferation of camcorded movies now being distributed on the Internet and 3G mobile platforms; and the critical holiday season, the time when most major Hollywood blockbuster movies will make their premières, now increasingly with day-and-date releases.

Though China’s movie piracy rate is among the world’s highest, historically the country’s camcording activities have not been viewed as a priority issue by the industry. But with more day-and-date releases, the problem has become a bigger concern for MPA member companies, as well as for domestic movie makers. The Chinese New Year marks the release of major, local “Hesui” (New Year’s celebration) movies, which count on big box office returns as a substantial portion of the industry’s overall yearly revenue.

“We are seeing an increasing number of camcorded versions of our member companies’ films on the Internet being traced to China,” said Mike Ellis, President and Managing Director, Asia-Pacific for the MPA. “More than 90% of newly released movies that appear illegally on the streets and on Internet sites originate from illicit copies made in cinemas. By working with our Chinese counterparts to increase public awareness and to fight illegal activities that hurt both MPA member companies and domestic businesses, we seek to strike at the root of a mounting problem.”

China currently lacks anti-camcording laws that would allow law enforcement to prosecute guilty parties, so heightened public awareness and compliance is a key campaign strategy. A series of posters will feature several dozen of the country’s top actors, actresses and directors, calling for a stop to camcording, as well as the illegal replication and distribution of movies. Along with the poster’s distribution to major cinema circuits, both the CFCA and CFDEA will use their leverage with exhibitors to issue letters that will include camcord prevention tips.

“We mean to encourage theater managers and employees to be extra vigilant during this holiday season. Close cooperation between movie makers, distributors and authorities will help prevent illegal camcording” said Zhu Yongde, Chairman of the CFCA.

Support for MPA’s efforts continues to grow within China. For the first time, the China Audio Video Association, representing the home video industry in China, also joined in partnership with MPA, CFCA and CFDEA. China’s home video industry is among the biggest victims of rampant DVD piracy, compounded by the impact of the illegal spread of movies on Internet.

“We are fighting on the same side of a common battle, and as a result our dialogue with the domestic industry has been increasingly close and productive,” said Ellis.
This is the most recent campaign to follow on from the signing of the Memorandum of Understanding between MPA and CFCA entered into on 26th October, at the 2nd China International Copyright Expo.

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About the MPA: Promoting & Protecting Screen Communities in Asia Pacific

The Motion Picture Association (MPA) and the Motion Picture Association International (MPA-I) represent the interests of the six international producers and distributors of filmed entertainment. To do so, they promote and protect the intellectual property rights of these companies and conduct public awareness programs to highlight to movie fans around the world the importance of content protection. These activities have helped to transform entire markets benefiting film and television industries in each country including foreign and local filmmakers alike.

The organizations act on behalf of the members of the Motion Picture Association of America, Inc (MPAA) which include; Paramount Pictures Corporation; Sony Pictures Entertainment Inc.; Twentieth Century Fox Film Corporation; Universal City Studios LLC; Walt Disney Studios Motion Pictures; and Warner Bros. Entertainment Inc. The MPA and the MPA-I have worldwide operations which are directed from their head offices in Los Angeles and Washington, D.C. and overseen in the Asia Pacific by a team based in Singapore. For more information about the MPA, please visit www.mpa-i.org.