The Industry Trust for IP Awareness has today relaunched following a major upgrade to the site.

The online destination for the film industry to showcase content and convert consumers to legal points of purchase, from pre-booking cinema tickets to pre-ordering discs and digital, has undergone the most substantial overhaul since it launched six years ago. upgrade includes:

  • Streamlined front end design with simple navigation for purchase points across the content lifecycle, clearly signposting book, buy, watch calls to action.
  • Enhanced content, including premium TV titles, making a convenient, single destination for all video content.
  • More suppliers than any other legal content site, giving consumers flexibility of choice across purchase points for all content formats.
  • Mobile first approach to design, delivering a first class user experience across all devices.

The improvements to complement existing elements such as, comprehensive cinema listing service, the API and book and buy tools, all of which were developed alongside and widely used by the industry.

Liz Bales, CEO, The Industry Trust, said: ’ users are well known to be film and TV aficionados; they spend 50% more time watching filmed content than average consumers and are more likely to be early adopters of new technology1, which is why upgrading and constantly adding new supplier feeds is vital to accelerating the growth of the site and delivering a user experience that exceeds expectations, ensuring that existing users return, and providing an attractive and intuitive platform to new users.’

Bales concluded with: ‘The Trust exists to drive purchase over piracy; developing content collaborations such as the latest Moments Worth Paying For trailer with Disney Pixar’s Inside Out.  Inspiring audiences to value and pay for content while driving traffic to to deliver a simple click to purchase.

The site and the Moments campaign continue to be supported by the industry.’

Rosa Wilkinson, Director of Innovation and Strategic Communications, The Intellectual Property Office commented: ‘Research shows that the number of UK consumers accessing content through legal services is increasing.  It was up 10% last year2. We know that consumers are more likely to go to legal sources of content when they can find their way to them without difficulty. is exactly the sort of approach that makes it easy to find and buy filmed content across all formats through a legal source.  It’s a great example of an industry working in collaboration to push back piracy and build public awareness of the ways people can access content legally.’

So far this year, over 1.7 million entertainment fans have used to book, buy or watch filmed content, the site is on track to hit 3 million users by the end of the year.

Book, buy and watch at