December 14, 2012
Movie theater personnel in the Asia-Pacific region can now quickly report illegal video recording to the Motion Picture Association with a new app available for tablets and smartphones.
“Using the mobile app, called MAD4 — abbreviated from ‘Make A Difference’ — theater managers and their teams will be able to type in information about camcording incidents through an online reporting platform,” explains The Hollywood Reporter. “The data will then be available to MPA officials for follow-up action or investigation.”
The MPA announced the new app this week at the CineAsia trade fair in Hong Kong. Also included in the app are training videos and resources to express the impact of piracy on the film industry and inform employees what to do when they witness illegal recording.
“We have been given to understand that more than 90 percent of newly released movies that appear illegally on the Internet and on the streets around the world originate from illegal copies being made in cinemas,” Ashish Saksena, CEO of Indian exhibitor Big Cinemas. “The MAD4 application is a great new tool ensuring that all staff will know what needs to be done to prevent illegal recordings being made in cinemas.”