On June 26, 2007, the IFACT-GC, the Hong Kong Theatre Association (HKTA) together with actor and anti-piracy advocate Jim Chim launched a new anti-piracy trailer at the UA Citiplaza. The event kicked off an Anti-Camcording Reward Scheme at the same time. The trailer was produced to increase moviegoers' and theatre staffs' awareness of the laws designed to prevent camcording of movies in cinemas and to encourage the public to reject pirated online and DVD movies. The trailer urging the public to "Encourage Creativity; Protect Movies; Together We Can: Stop Piracy!" will be screened prior to feature film presentations at 176 HKTA members' screens across Hong Kong. The public education effort represented by the trailer campaign is a result of cooperation between IFACT-GC, the Motion Picture Association (MPA), the HKTA, the Intellectual Property Department and Hong Kong Customs and Excise Department. The Anti-camcording Reward Scheme provides a monetary award of HK$2,000 to the cinema staff and members of the public for successfully stopping illegal camcording inside cinemas.