Illegal cam recordings cost the film and entertainment industry billions of dollars in losses each year, but so far no attempts to curb the problem, from scare tactic campaigns to increased theatre personnel, have made a significant dent in this illegal industry.
Ogilvy has joined with Focus Film Media, part of Focus Media Group, to develop a new way to combat piracy, right at the source. The ‘Piracy Blockr,’ inspired by age-old technology found in TV remote controls and other electronic gadgets, uses infrared light to create a watermark on any illegally filmed footage, rendering it useless to sell, while having no effect on the other theatre patrons’ experience of the film.
“Originality is the soul of the film industry and the foundation from which it thrives upon; it is our job to protect this originality,” said Jason Jiang, Founder and Chairman of Focus Media Group. “We are delighted to have gone beyond a conventional approach and develop the ‘Piracy Blockr,’ which allows us to address the problem in a discrete but effective way, ensuring that the film industry is protected for years to come.”
“Being a part of the creative industry, we are honored to have the opportunity to provide a solution with true value – combining our expertise with technology, helping to tackle this issue.” added Wei Fei, Group Executive Creative Director of Ogilvy Shanghai.