No More Film Thief Campaign Revamps With Smartphone Focus and Multilingual Support
The update shifts the iconic campaign's focus to smartphone filming and multilingual reach, acknowledging changes in how audiences watch films and who visits Japanese cinemas.
Reporting from 1 source: Cinema Today.
The "NO MORE 映画泥棒" (No More Film Thief) anti-piracy campaign will update its cinema commercials and graphics starting August 28. The new visuals center on a man using a smartphone to film the screen. The campaign adds multilingual messaging and introduces the Japan Film Production Properization Organization (Eiteki) at the end of the video.
The "NO MORE 映画泥棒" (No More Film Thief) campaign, known for its cat-and-mouse chase between a camera-wielding man and a patrol-light man, is being retired in its current form. The organizing committee "映画館に行こう！" (Let's Go to the Cinema!) announced on August 22 that new commercials and graphics will roll out at theaters starting August 28.
The refreshed video shows a suspicious man in a theater seat pulling out a smartphone and pointing it at the screen. The message "Filming a movie is a crime" is delivered in a way tailored to the modern viewing environment. To reach the diverse audiences visiting Japanese cinemas, the campaign now includes multilingual displays. The end of the video also introduces Eiteki, a third-party organization established by the film industry to support fair working conditions for filmmakers, production companies, and freelance staff.
Synthesized by Yomimono from the 1 cited source below, including Japanese-language reporting where cited, then editorially reviewed before publishing.
Sources
- Cinema Today 「NO MORE 映画泥棒」CMがリニューアル スマホが登場 多言語対応で映画盗撮防止を発信