This post was originally published on Mumbrella.

Ogilvy Shanghai has teamed up with Focus Film Media, a China-based film advertising specialist to take on in-cinema piracy.

The firms have developed ‘Piracy Blockr’ which renders illegally filmed footage unusable by slapping it with a large ugly watermark.

‘Piracy Blockr’ uses the same infrared technology that powers remote controls and other gadgets, and ensures that while a pirate’s attempts are foiled, the film experience of other patrons remains unaffected.

Focus Media group founder and chairman Jason Jiang said: “Originality is the soul of the film industry and the foundation from which it thrives. It is our job to protect this.

“We are delighted to have gone beyond a conventional approach and develop the ‘Piracy Blockr,’ which allows us to address the problem in a discrete but effective way, ensuring that the film industry is protected for years to come.”

Ogilvy Shanghai group executive creative director Wei Fei said: “Being a part of the creative industry, we are honoured to have the opportunity to provide a solution with true value – combining our expertise with technology, helping to tackle this issue.”