Mumbai: The Motion Picture Association (MPA), in partnership with the Beijing Silk Street Co, and Chaoyang Model Anti-Copyright Infringement and Piracy-Free Zone, launched a billboard featuring a personal message from Hong Kong movie star Jackie Chan promoting respect for IPR – "Protect movies, say No to piracy!"
 
The billboard was launched at a ceremony featuring speeches by MPA general manager and chief representative Eugene Yu, Beijing Silk Street Co general manager Wang Zili, a senior official from the Beijing Chaoyang District, and AmCham-China vice president of communications Jim Ruderman.
 
The poster is over 100 sq. m in size (measuring 7.7 m x 14.1 m) and will be displayed continuously for two weeks in one of the busiest spots in the district, spreading its message to over 20 million people.
 
"Jackie Chan’s message to Beijing’s citizens is direct and simple – say NO! to piracy. By doing so, you are nurturing and protecting China’s movie industry which then will be free to reach out and tell compelling, exciting Chinese stories to people around the world" said Motion Picture Association president and managing director Asia-Pacific Mike Ellis.
 
"In a market where piracy is still a major problem, the need to encourage the Chinese public to value the movies that they love is crucial. This billboard is an excellent way to reach out to them. We thank the Beijing Silk Street Co. Ltd and the Chaoyang Model Anti- Copyright Infringement and Piracy-Free Zone for supporting this initiative," he added.