The 'Connected to British Film and TV' campaign is being launched by the Industry Trust for IP Awareness, building on previous efforts to discourage people from buying illegally copied DVDs.
The idea came about after research showed that younger people are less willing to pay for content that they download online.
It not only encourages cinema lovers to support the film industry, but it is also being supported by television stars including Matt di Angelo from 'Hustle' and Tamzin Outhwaite from 'The Fixer', pointing out that buying cinema tickets, DVDs and legal downloads helps fund future productions.
Nick Moran, who starred in 'Lock, Stock and Two Smoking Barrels' is also supporting the campaign.
As well as asking people to stick to legal ways of watching, an online campaign will get them involved by pledging to support the British film industry and creating a map of Britain highlighting locations that have been used in famous films.
Liz Bales, director general of the Industry Trust, said: "With the digital revolution set to open up access to more unauthorised film and TV content, it is going to be more important than ever for people to understand the positive connection they have to the British creative industries."
Previous campaigns have warned people of the punishments of piracy, equating it to crimes such as stealing cars, and claiming that the money it generates can end up funding terrorism.
However, focus is now on positive messages, such as the launch last month of a cinema campaign thanking cinema goers for their vigilance in reporting people who record films in the cinema. That campaign also uses celebrities, starring Martin Freeman and Mathew Horne.
The Industry Trust's research shows that while 74% of 18- to 34-year-olds agree that they should have to pay for offline film formats such as DVDs, cinema tickets or pay-TV, only 39% said that they agreed that they should pay for films streamed or downloaded online.
The government's Digital Britain report, published in June, has said that reducing the amount of copyrighted material downloaded illegally online is a priority.
This article was first published on brandrepublic.com