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…
If you look back over my comment history, you will see that I have argued the other side of this issue too. That is because it is a hard problem that doesn't fit well with the moral intuitions that we developed for other kinds of property.
To make matters worse, US copyright laws are way more strict than most people's moral intuitions of what intellectual property should be like. Even if you think the author should have some right to the content they produced, few people think creative works should be locked up until 75 years after the author's death. I have downloaded books illegally from authors that died in the 70s and I feel no moral qualms about it.