The best things in life are free.....
Actually nothing is free if you want to run a half decent campaign.
Whether it's Cancer research or occupy wall street they all ask you to contribute your dosh.
Viral campaigns cost serious money:
"In general a well-executed viral marketing campaign can cost anything from £5,000, with well-known brands often spending in excess of £100,000 on their viral marketing campaigns. In return the viral advertising agency will develop the viral, seed it in various places, and usually track the results, whether that’s new registrations, click-throughs, or cost per viewer.
Simple email viral campaigns can be very successful and eliminate the need to develop high quality videos or complex games. However, for this type of viral to work something of real value must be being given away. Consequently, if the promotion works it can prove to be very expensive"
So if you are serious about FTLs and you want this DVD to be "free" or go online legally then suggest to the IPA that you'll either join them or make a donation so they can cover their costs.
Lots of charities make movies but you must be joking if you think it doesn't come from donations!