Jackie Chan campaigns against piracy

Martial arts mega-celebrity Jackie Chan is putting his star power to work against film piracy in China, an industry executive says.

The huge billboard in Beijing's Silk Market has Chan saying: "Protect the movies, say NO to piracy." The billboard was joint effort of the Beijing Silk Street Co. and Chaoyang Model Anti-Copyright Infringement and Piracy-Free Zone, the Daily Variety reported Tuesday.

The Hong Kong actor's message is expected to reach more than 20 million people in the two weeks it will be up. The Silk Market is a shopping area once known for its counterfeit goods, including pirated DVDs.

"Chan's message to Beijing's citizens is direct and simple," said Mike Ellis, MPA's regional president and managing director.

The MPA recently announced the winners in a copyright protection-themed student film contest and last week signed an agreement with the seven most popular Chinese Web sites to promote copyright protection for U.S. movies.