‘The MPA is looking at beefing up its PR resources, but no decision has been taken yet,’ said MPA director of EU affairs Niklas Lagergren, adding that it wanted to avoid the backlash the music industry attracted during its anti-piracy initiatives.
‘We have to do more on the threat of piracy and there is a lot of explanation to parents and consumers that needs to be done. However, we’ve got to avoid the image of the big Hollywood juggernaut,’ he said.
The MPA, which represents US film, video and TV producers globally, has approached up to a dozen PR agencies in Europe, including Porter Novelli, Hill & Knowlton and Edelman, and has shortlisted five.
The US campaign warns parents and students about the dangers of illegal downloading that could expose them to pornography and viruses. The MPA estimates hard-copy piracy costs the industry £1.9bn a year.