Confusions and Connections

The Mummy – Moments worth paying for

A NEW WORLD OF MOMENTS WORTH PAYING FOR WITH THE MUMMY’S SOFIA BOUTELLA

Sofia Boutella, star of upcoming action adventure The Mummy, is the latest actress to appear in an exclusive trailer for the Industry Trust’s Moments Worth Paying For campaign.

In the exclusive piece to camera, Sofia Boutella talks through the thrilling and spectacular action featured in The Mummy and how seeing it on the big screen gives the biggest and best impact showing that the terrifying and heart stopping moments really are worth paying for. The Industry Trust’s consumer education campaign continues to deliver the core message – inspiring audiences to choose the big screen experience. Like the others in the series, the trailer directs audiences to the industry-funded film search engine, FindAnyFilm.com, which signposts them to legal content sources so they can book, buy and watch at their convenience.

The Mummy Moments Worth Paying For trailer will launch online today, as will the in cinema campaign (courtesy of DCM and Pearl and Dean) which is supported by online and outdoor activity (via Clear Channel and Primesight), ensuring the Industry Trust’s messaging targets core infringers not only in the cinema but also across a broad range of platforms, ensuring multiple touch-points for the campaign.

Thought safely entombed in a tomb deep beneath the unforgiving desert, an ancient princess whose destiny was unjustly taken from her is awakened in our current day, bringing with her malevolence grown over millennia and terrors that defy human comprehension.

The Mummy opens in UK Cinemas on Friday 9th June.

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