A shift in the movie studios' thinking: Engage not Enrage finally a real option?

Just read this in the NYT

"“We don’t want to condone people taking our intellectual property and using it without our permission,” said Curt Marvis, the president of digital media at Lionsgate Entertainment, which owns films like “Dirty Dancing” and the “Saw” series of horror movies. “But we also don’t like the idea of keeping fans of our products from being able to engage with our content.” he said. “For the most part, people who are uploading videos are fans of our movies. They’re not trying to be evil pirates, and they’re not trying to get revenue from it.”

Hear, hear. Why is it that the movie industry is, maybe, starting to face this reality, while the music industry still wants to unplug downloaders and force people into ancient buy-a-copy-of-XYZ mechanisms?

Picture from this CEA ad