All Industry Marketing is adopting a new approach in its battle to discourage the illegal downloading of films.
The two-minute spot uses comedy in an attempt to entertain, rather than alienate legitimate cinema-goers.
The ad features a lonely, male character, illegally downloading a film in his bedroom, unaware that he is being watched by a cinema audience.
The ad uses footage from forthcoming Disney movie release, 'Enchanted', to demonstrate the entertainment value that is being missed by watching poor sound and vision quality. It will be refreshed with up to eight new theatrical releases over the coming year.
AIM expects the ad to be seen by 25m cinema-goers over a two-month period on 3,000 UK cinema screens.