Illegal Downloads Don’t Come With Popcorn, Either

A new series of ads intended to combat online piracy in the UK is taking an interesting approach: encouraging viewers to see more films in the theatre, “the way they are meant to be seen.” The hope is that reacquainting viewers with the higher quality of theatrical projection will make them less likely to download bootleg copies of the film made available online. The ads will begin running in theatres as trailers to summer blockbuster movies within a few weeks.