Ads spoofing classic films such as Lord of the Rings, Jaws and Life of Brian thank consumers for supporting the industry. Heavy-handed commercials that run before films and DVDs reminding consumers that piracy is a crime are to be replaced with a positive message thanking viewers for supporting the industry in a series of ads spoofing classic films such as Jaws, Life of Brian and Lord of the Rings. The ads, part of an anti-piracy campaign called “You Make the Movies”, mark a shift by film and TV content owners from a “stick” to a “carrot” strategy in marketing their message about copyright theft. Campaign against film piracy tells moviegoers how precious they are