Mumbai: The Motion Picture Association (MPA) announced in a press release that it has launched an anti-piracy trailer to coincide with World Intellectual Property Day on 26 April.

The trailer will be shown before theatrical showings of the new Jackie Chan – Jet Li blockbuster The Forbidden Kingdom in movie theaters throughout China, and is expected to be seen by 10 million movie-goers over the next two weeks. The trailer is also available for viewing at www.mpa-i.org.

The World IP day is a WIPO initiative and has been celebrated annually on 26 April since its inception in 2001. The day is primarily a chance to reflect on the importance of human innovation and the important role that IP plays in our daily lives.

The new anti-piracy trailer features a poster of The Forbidden Kingdom being consumed by flames and a voice over by renowned CCTV dubbing actor Xie Meng. The trailer invites consumers to consider the question "What Are You Really Burning" when downloading and burning copies of pirated movies and contains the following message:

"Piracy in China costs the film industry over 10 billion yuan in losses each year. Burning, buying and downloading pirated movies may seem trivial but it is like a single spark that will eventually destroy the future of Chinese film. Stay away from piracy, your actions determine the future of film!"

In 2007, the MPA’s operations in the Asia-Pacific region investigated more than 36,200 cases of piracy and assisted law enforcement officials in conducting nearly 13,000 raids.

These activities resulted in the seizure of more than 31 million illegal optical discs, 40 factory optical disc production lines and 6,400 optical disc burners, as well as the initiation of more than 10,000 legal actions.

The Motion Picture Association represents the interests of major motion picture companies in the global marketplace.