The “Illegal Streaming Costs” campaign is now back on social media and in Danish movie theaters. With a remarkable prank, the film industry is highlighting the consequences of illegal streaming and urging young people in particular to choose legal alternatives.
Illegal streaming remains widespread among young people. A survey by Danish Chamber of Commerce from the fall of 2025 shows that 32% of young people aged 15–29 have streamed movies and TV shows illegally within the past year—and for many, this has personal consequences. With the relaunch of the campaign, Os Der Elsker Film is therefore once again asking the central question: What are you actually willing to pay?
The campaign was launched last spring for a three-week period on TikTok, Snapchat, Instagram, and YouTube, as well as in movie theaters across the country. The results significantly exceeded expectations and more than doubled the campaign’s target. Building on the campaign’s success, the message is now being revitalized as the campaign returns both to the big screen and to social media.
A format that resonates with young people
The campaign unfolds through a hidden-camera prank featuring actor Jesper Ole, who plays a movie theater employee. In the prank, he offers unsuspecting guests free tickets, but instead asks them to pay with their personal information, such as passwords, bank details, or personal photos.
The reactions are clear, and the excitement quickly fades when the “payment” becomes concrete. The format is based on a well-known and effective storytelling style that proved highly impactful on social media last spring. The format makes the campaign both relatable and relevant to the young target audience while ensuring high visibility across platforms.
Fear drives prevention
Experiences from both dialogue with young people and recent studies show that a focus on personal consequences is essential if we want to change young people’s behavior. This was further confirmed by a study by the Danish Chamber of Commerce, which shows a significant increase in young people’s fear of facing personal consequences when they stream illegally. A full 41% of those aged 15–29 report that they fear viruses and ransomware, while 31% fear being punished and 31% fear the misuse of their personal information. Since 2022, fear among young people has only grown, as the percentages at that time stood at 33%, 29%, and 22%, respectively.
An entire industry stands behind this
Illegal streaming affects the entire film industry. When revenue is lost, it becomes harder to develop and produce new, high-quality content. This risks limiting both the supply and the creative opportunities for the storytellers of the future. That is why the entire industry is united behind this relaunch. The campaign is supported by Producentrettigheder Danmark, Danske Dramatikere, Dansk Skuespillerforbund, and Danske Filminstruktører.
We at the Rights Alliance are proud that the industry is standing together to highlight the consequences of illegal streaming and the importance of respecting the people who create the content. The “Illegal Streaming Costs” campaign focuses on filmmakers’ rights—and on the value and recognition their work deserves.