I really don't like the "don't make me steal" attitude. It undermines a good society. The creators of this campaign decided that "Purchase should not exceed the cinema price." Really? What if we did that for, say, organic bread. "I won't buy organic bread unless it's x3 or less than the cost of the generic white bread. If it is more expensive, I'm entitled to steal it." Sorry folks, you're entitled to not buy it, not…
EXACTLY. Yes, downloading a movie isn't exactly stealing, but it's still taking something without permission and it should be frowned upon just as much as stealing is. If a person pirates a movie they're taking something without reimbursing the rights owner with what they want. People aren't judged for stealing because it costs the store owner money, they're judged because it's immoral! When someone steals a DVD from walmart nobody says "Whoa, you stole $9.99 worth of product! You should be ashamed!" they say "You stole something you weren't allowed, you should be ashamed". Why online does it suddenly become about the cost?
it doesn't matter how ridiculous their demands are, if Disney want $100,000 per copy of their latest film, that's their choice, if you disagree then don't buy it that doesn't mean you should just take it.
The whole idea behind this website is self entitlement, nobody is entitled to someone else's creation and the idea that this website is doing the content creators a favour is laughable. If someone creates content (or someone owns the rights to created content) it should be their choice how people consume and acquire it, whether that's free, $9.99 or $100,000, that's their choice and we should abide by it. Pay what they want or don't have it.