Hong Kong launches trailer promotion respect produced by Polyu Design students

Joint Project between PolyU School of Design and IFACT-GC
Highlights Risks of Illegal Downloading




The International Federation Against Copyright Theft – Greater China (IFACT-GC) today launched an IPR trailer at the Golden Harvest Mongkok Cinema, prior to a screening of “The Expendables”. The trailer, “Respect IPR in Digital Era”, delivers a clear message aimed at young Internet users that illegal downloading can be discovered and can have serious consequences.

The 30-second trailer was conceived, designed and produced by five students of the Hong Kong Polytechnic University School of Design (PolyU) and is the first co-operative project between the IFACT-GC and the PolyU. Three versions of the trailer are being produced with Cantonese, English and Japanese soundtracks. It can be viewed at http://www.ifact-gc.org/pressroom_trailer_respect_ipr.php

The five students in the design and production team were Ms. Chiu Wing-yan, Mr. Lau Kwun-man, Mr. Ho Kam-ho, Mr. Fung Put and Mr. Yiu Hon-man.

“The “Respect IPR in Digital Era” project was a great opportunity for our students to apply their creativity and skills for a real client,” said Anthony Lee, Senior Teaching Fellow in the School of Design’s Multimedia Innovation Centre. “It was even more worthwhile as it is aimed at protecting the creativity, hard work and investment in the industries they will be working in very soon.”

The five students involved in the project feel strongly about respecting IPR in the Digital Era and are concerned about the seriousness of illegal downloading. They appreciated the opportunity to work on something which urges young people not to download infringing materials to protect the industry they hope to join.

“Hong Kong’s copyright protection law is currently being reviewed with consideration being given to a Graduated Response System to reduce the illegal downloading which causes considerable damage to creativity the creative industries,” said Sam Ho, Executive Director and General Manager, IFACT-GC. “The release of “Respect IPR in Digital Era” marks the first cooperative project between IFACT-GC and the PolyU School of Design and the excellent work by the five students and staff member will play a key role in our ongoing efforts to increase respect for creativity and IPR.”

IFACT-GC is working together with a wide range of stakeholders to promote respect for IPR. Work on another collaboration with the PolyU’s School of Design in already underway and in February this year “The Egg”, a trailer showing the “egg” of creativity surviving attacks from was broadcast on six Hong Kong TV networks. The trailer was developed from the winning entry in a student competition jointly organized by IFACT-GC, the Hong Kong Institute of Vocational Education and the Hong Kong Design Institute with support from the Hong Kong Customs & Excise Department and the Intellectual Property Department.

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About the MPA
The Motion Picture Association (MPA) and Motion Picture Association International (MPA-I) represent the interests of major motion picture companies in the global marketplace. As part of this, it investigates and reports on activities infringing its member companies’ intellectual property rights, assists with the resulting criminal and civil litigation to protect their copyrights, and conducts education outreach programs to teach movie fans around the world about the harmful effects of piracy. These activities have helped to transform entire markets from pirate to legitimate, benefiting video distributors, retailers, and foreign and local filmmakers alike. The organization’s worldwide anti-piracy operations are directed from its headquarters in Los Angeles, California and overseen at the regional and local market levels by teams located in Brussels (Europe, Middle East and Africa), São Paulo (Latin America), Montreal (Canada) and Singapore (Asia Pacific). Its member companies include: Paramount Pictures Corporation; Sony Pictures Entertainment Inc.; Twentieth Century Fox Film Corporation; Universal City Studios LLLP; Walt Disney Studios Motion Pictures; and Warner Bros. Entertainment Inc. For more information about the MPA, please visit www.mpa-i.org.

About the IFACT-GC
The International Federation Against Copyright Theft – Greater China was established in 2006 by the Motion Picture Association to protect the film industry in the Greater China region from the adverse impact of copyright theft. IFACT-GC works closely with its supporters, government and enforcement authorities to protect the Greater China film and television industry, retailers and movie fans.
For more information about the IFACT-GC, please visit www.ifact-gc.org.

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For more information, contact:
Karri Ho, IFACT-GC
Tel    (852) 2785 0363