Leak Exposes Hollywood’s Global Anti-Piracy Strategy

Leaked documents reveal in detail how Hollywood plans to take on piracy in the years to come. One of the top priorities for the MPAA are cyberlockers and illegal streaming sites, with lawsuits planned in the UK, Germany and Canada. Torrent sites are a medium priority, which the MPAA hopes to fight with criminal prosecutions, domain seizures and site blocking.

mpaa-logoThe Sony Pictures leak has caused major damage to the Hollywood movie studio, but the fallout doesn’t end there.

Contained in one of the leaked data batches is a complete overview of the MPAA’s global anti-piracy strategy for the years to come.

In an email sent to top executives at the major Hollywood studios earlier this year, one of the MPAA’s top executives shared a complete overview of Hollywood’s anti-piracy priorities.

The email reveals key areas of focus for the coming years, divided into high, medium and low priority categories, as shown below.

piracy-strategy-page

The plan put forward by the MPAA is the ideal strategy. Which elements are to be carried out will mostly depend on the funds made available by the studios.

High priority

For cyberlockers and video streaming sites the MPAA plans to reach out to hosting providers, payment processing companies and advertising networks. These companies are urged not to work with so-called rogue sites.

Part of the plan is to create “legal precedent to shape and expand the law on cyberlockers and their hosting providers,” with planned lawsuits in the UK, Germany and Canada.

Cyberlocker strategy

mpaa-cyberlocker

Other top priorities are:

Apps: Making sure that pirate apps are taken down from various App stores. Google’s removal of various Pirate Bay apps may be part of this. In addition, the MPAA wants to make apps “unstable” by removing the pirated files they link to.

Payment processors: The MPAA wants to use government influence to put pressure on payment processors, urging them to ban pirate sites. In addition they will approach major players with “specific asks and proposed best practices” to deter piracy.

Site blocking: Expand site blocking efforts in the UK and other countries where it’s supported by law. In other countries, including the U.S., the MPAA will investigate whether blockades are an option through existing principles of law.

Domain seizures: The MPAA is slowly moving toward domain seizures of pirate sites. This strategy is being carefully tested against sites selling counterfeit products using trademark arguments.

Site scoring services: Developing a trustworthy site scoring system for pirate sites. This can be used by advertisers to ban rogue sites. In the future this can be expanded to payment processors, domain name registrars, hosting providers and search engines, possibly with help from the government.

Copyright Notices: The MPAA intends to proceed with the development of the UK Copyright Alert System, and double the number of notices for the U.S. version. In addition, the MPAA wants to evaluate whether the U.S. Copyright Alert System can expand to mobile carriers.

Mid and low priority

BitTorrent is categorized as a medium priority. The MPAA wants to emphasize the role of BitTorrent in piracy related apps, such as Popcorn Time. In addition, illegal torrent sites will be subject to site blocking and advertising bans.

BitTorrent strategy

mpaa-bittorrent-strategy

Other medium and low priorities are:

Search: Keep putting pressure on search engines and continue periodic research into its role in facilitating piracy. In addition, the MPAA will support third-party lawsuits against search engines.

Hosting: The MPAA sees Cloudflare as a problem and is developing a strategy of how to deal with the popular hosting provider. Lawsuits against hosting providers are also in the agenda.

Link sites: Apart from potential civil lawsuits in Latin America, linking sites will only be targeted if they become “particularly problematic.”

In the email the MPAA’s top executive does not consider the above strategies to be “final” or “set in stone”. How much the MPAA will be able to carry out with its partners depends on funds being availble, which appears to be a subtle reminder that the studios should keep their payments coming.

“…the attached represents priorities and activities presuming online CP is adequately resourced. Your teams understand that, depending upon how the budget process plays out, we may need to lower priorities and activities for many sources of piracy and/or antipiracy initiatives,” the email reads.

The leaked strategy offers a unique insight into Hollywood’s strategy against various forms of online infringement.

It exposes several key priorities that were previously unknown. The MPAA’s strong focus on domain name seizures for example, or the plans to target cyberlockers with lawsuits in the UK, Germany and Canada.

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