MUMBAI: The coalition between the Hindi and Hollywood studios has been named Alliance Against Copyright Theft (AACT). Formed to create a common voice to fight piracy, AACT has Reliance Big Entertainment, Moser Baer Entertainment, UTV Motion Pictures, Eros International and the Motion Picture Dist. Association as its founding members.
The coalition launched its toll-free anti-piracy hotline – 1800-103-1919 – to report piracy in the Mumbai and Thane districts. The launch is in association with UTV Motion Pictures and Dharma Productions’ I Hate Luv Storys. Actors Imran Khan and Sonam Kapoor will publicize the toll free number as part of the film’s promotional campaign across India.
The anti-piracy hotline will allow people in Mumbai and Thane to register their piracy complaints by calling the toll free number without revealing their identity. Upon receiving the complaints, law enforcement will be immediately notified of the unlawful conduct. Already this year law enforcement has conducted over 100 anti-piracy raids in Mumbai alone, and this hotline will assist in their efforts.
Moser Baer CEO Harish Dayani said, “Piracy cannot be eradicated or reduced just by a group of people working within the film industry, the public has to be involved in the fight. With AACT we are trying to create awareness about the damage piracy causes to us all. This toll free number does just that.”
UTV Motion Pictures’ Prakash Nathan added, “Our aim is to reach out to the younger audience and involve them in the process of curbing piracy. Using I Hate Luv Storys was an ideal platform. Both Imran & Sonam are young stars and through them we can convey this message to our younger audience.”
Motion Picture Dist. Association managing director Rajiv Dalal said, “AACT provides a platform for our industry to come together and curb piracy. The launch of this toll free number will assist our efforts, as it engages consumers, retailers, and other responsible citizens.”
In addition to the launch of its new name, logo, and toll-free anti-piracy hotline, AACT is also launching its website: www.aact.in. The website will provide up to date information about all AACT campaigns and activities, as well as informational reports on piracy and the film industry.