Os Der Elsker Film
Photo: Stillbillede fra ODEF-kampagnefilm
Who is behind the campaign?
Behind Os Der Elsker Film 2.0 is The Ministry of Culture, Rights Alliance, Biografklub Danmark Fonden, Producent Rettigheder Danmark and Det Danske Filminstitut, who all come together to put the issue on the agenda.
See who is behind the campaign and read more on the campaign website
In 2016 and 2017, Danish cinemas showed a short campaign movie starring Danish actor Lars Brygmann. The movie was part of Os Der Elsker Film, which was based on the alarming growth in illegal streaming of films and TV-series.
Os Der Elsker Film 2.0 was launched in 2021 for the first time, as illegal streaming was still an existing issue and especially among people between the age of 18 and 29 years. For this reason, the campaign was directed towards this specific age group which focused on strengthening the community of young people who loves movies. Through a number of humorous graphics and videos with Danish actors, the users would be reminded that there are many good reasons to watch movies legally, as well as there are consequences from streaming and downloading illegally. A campaign movie with the Danish actor Anders Juul was showed in Danish cinemas that thanks all of us who watch movies legally.
Unfortunately, research from Mediavision shows that illegal streaming and downloading is an increasing issue in 2022, where 580,000 Danes uses films and TV-series illegally. Further, it shows that films and TV-series are watched illegally via social media – and still by young Danes. That is why Os Der Elsker Film 2.0 relaunched in late summer 2022, where it was especially active on social media – where the target audience is. The film spot with Anders Juul was once again shown in cinemas across Denmark.
With Os Der Elsker Film, the entire film industry, as well as several central organizations and authorities, come together for one joint campaign.