In February 2011, the Industry Trust launched a new inspirational campaign, called ‘Moments Worth Paying For’, with cinema trailers showing on UK screens nationwide, outdoor posters nationwide featuring some of the UK’s best loved artists, and partnerships with Kiss FM, Xbox LIVE and E4 / Hollyoaks, and presence on Facebook, Twitter and You Tube.

The campaign speaks to film and TV fans about the passion they feel, celebrating the emotional roller coaster that this unique and wonderful entertainment experience takes audiences on. The campaign also promotes FindAnyFilm.com, where you can find all films, all above board, all in one place.

In May 2012, the campaign was awarded the prestigious BVA ‘Industry Initiative of the Year’ award.