The word ‘piracy’ sends shivers down the spines of all content owners, and why not, it’s the most prevalent evil in today’s digital age, but there is one body – Motion Picture Distribution Association (MPDA) – that has made it a mission to eradicate piracy from the media and entertainment space.
In recognition of innovation and creativity in content industries, the MPDA is partnering with local screen associations and industry bodies to organise events in support of World IP Day (26 April), this year designated Movies: A Global Passion.
Speaking to AnimationXpress.com MPDA India MD Uday Singh says: “There can’t be a total bullet proof plan to stop piracy; it’s very similar to other crimes. But, what we can clearly do is to create a favourable environment where if not eradicate then at least we can apprehend the criminals.”
On 26 April, MPDA (India) in association with strategic alliance partner, the Andhra Pradesh Film Chamber of Commerce (APFCC) and leading multiplex chains across the country, has launched an online quiz for multiplex staff entitled Be A Movie Cop. This initiative attempts to raise awareness on the threats and challenges of camcording in cinemas, while rewarding theatre staff with exciting prizes, including a Movie Cop badge in recognition of their efforts to curb content theft in their cinemas.
“The opportunities to increase potential and growth in this industry would be significant, if content was better protected. Content theft through camcording in cinemas and rogue/illegitimate websites continues to undermine profits and threatens jobs in our creative industries,” expounds MPDA India MD Uday Singh. “As we join our partners on World IP Day to increase awareness and respect for creative works in a digital age, creating a legislative framework that promotes and protects the film industry which supports millions of jobs, while recognizing the challenges of a digital economy is the need of the hour.”
In an effort to celebrate the global passion for movies, the American Center, New Delhi in association with MPDA (India) will host special screenings of three Hollywood blockbuster films – Disney UTV’s Captain America: The Winter Soldier, Viacom 18’s Noah and Fox Star Studios’ Rio 2, which will also feature an IP quiz. Over 150 guests comprising Government of India officials, the US Embassy and students from various universities will attend the event.
“We are happy to collaborate with the Motion Picture Dist. Association, India and the APFCC on this interactive and educative initiative,” says Big Cinemas COO Ashish Saksena. “Cinema staffs are the frontline of defense and need to be equipped with the right understanding and tools to help combat camcording in cinemas.”
Another leading multiplex chain in the country INOX is also supporting the initiative. “We at INOX take ample measures to curb piracy across all our multiplexes. We are happy to be a part of this initiative of MPDA, India and the APFCC to combat this menace and will continue our efforts to uproot and eradicate this threat out of our industry,” Inox Leisure COO Daizy Lal exults.
MPDA, India will also participate in a conference organised by FICCI’s IPR division in association with the Department of Intellectual Property Office (IPO). The conference on ‘Fostering Innovations and Creativity in Indian Industry through Intellectual Property for Higher Growth Trajectory’ will focus on the role of IP in boosting creativity, the economic impact and challenges of online content protection in a digital economy.
“India and the United States both have diverse and incredibly vibrant film industries,” says Joshua W. Polacheck, Cultural Attache for north India at the US Embassy in New Delhi. “And we are proud to work together with MPDA (India) and our partners across India to promote intellectual property rights. The creative workers in both countries deserve these protections and consumers must understand the very real negative implications of piracy on the cinema we all love.”
Hollywood and Indian cinema both value films as products of intellectual property (IP). Audiences are often unaware of the creative process that goes into creating music, lyrics and screenplays and the value of the talent and skill of technicians, composers, lyricists, editors, producers, cinematographers, sound designers, animators, and creators of special effects.
Cinema is a global passion today and plays a significant role in creating jobs in addition to contributing to the economy of a nation. According to a study commissioned by the MPDA in association with the Federation of Indian Chambers of Commerce and Industry (FICCI), the Film Federation of India (FFI) and the Film and Television Producers Guild of India (FTPGI), the Indian motion picture and television industry is one of the largest and fastest growing sectors, contributing $ 8.1 billion (Rs 50,000 crore) to the country’s economy, equating to 0.5 per cent of GDP, in 2013, and supports a significant 1.8 million (18.8 lakh) jobs.