MUMBAI: More than 90 per cent of newly released films around the world that end up appearing illegally on the streets and on internet sites originate from illegal copies made in cinema halls.

In a joint initiative, the Motion Picture Association of America, PVR and Adlabs decided to come down heavily against the major source of piracy and launched a campaign to this effect.

Motion Picture Association of America CEO and Chairman Dan Glickman, PVR Cinemas CEO Amitabh Vardhan and Adlabs COO Tushar Dhingra attended the meet at Adlabs‘ Odeon Big Cinemas multiplex in Delhi where the announcement was made.

Called the ‘Make a Difference‘ campaign, the initiative sets up a series of anti-camcord training sessions for theatre employees across the country.

"With the advancement of technology, piracy is getting a boost but the same technology can also be used in order to curb the spread.

"The Big Cinemas team firmly stands behind this MPAA initiative which takes proactive action to curb camcord piracy and we hope that the anti-piracy laws are more steadfastly enforced in India," said Dhingra.

Remarked Vardhan, "Like every business, the motion picture industry relies on its profits to invest in future projects. Piracy results in fewer films being financed, which means jobs are not created and local goods and services - such as cinema tickets - are not purchased.

Fame Adlabs, Fun Republic and other cinemas will also be part of this nationwide training initiative to raise awareness of unauthorised recordings in cinemas.