Hollywood seems intent on cracking down on piracy using any means necessary. Whether it's the now-shelved SOPA and PIPA bills or the multi-national ACTA agreement, the industry is pulling out all the stops.

In fact, Hollywood lobbyists spent millions buying the support of senators and government officials for their SOPA and PIPA cause. Even media mogul Rupert Murdoch took to attacking US President Barack Obama on Twitter when his administration came out against the bills.

The ACTA agreement, which seeks to establish an international set of IP enforcement rules, has also sparked protests, with Poland, Sweden, Bulgaria and Slovenia all halting ratification of it.

If one thing is clear however, it's that the movie industry needs to change its strong-armed tactics if it wants to thrive.

Leading by example

The gaming industry is an example of a sector that has managed to innovate.

Initially, publishers focused on anti-piracy measures - and boy did they "innovate" in this area. Measures ranged from simple CD keys and the notorious Starforce disc protection to always-on internet connection requirements and limited installs (limiting the number of times a game could be installed).

But all these solutions did was inconvenience the legitimate customers, forcing them to jump through hoops. In fact, while the legit users tried to play ball, the pirates had it easier than ever, with a questionable download just a click away.

The beauty of the internet meant that a few unique models popped up though, with Steam arguably being the most prominent solution.

The digital service offered simple, no frills access to the latest games at reasonable prices and with sales happening all the time.

Steam also opened the door for independent developers, with games like Garry's Mod, World of Goo and Amnesia: The Dark Descent being just a few major titles to garner success.

Digital distribution also meant that most games get launched on the same day worldwide, a far cry from earlier generations, when a six month delay between regions wasn't uncommon.

However, it's not as if the internet is the be-all and end-all of gaming distribution, with physical copies continuing to soldier on.

Exclusive content and special editions provides plenty of incentive for many gamers to hit the brick and mortar stores with their cash. Whether it's a simple T-shirt, action figurine or in-game content, the gaming industry has stepped up to make the purchase a more attractive proposition.

Fixing the problem

But what has the movie and TV industry done to innovate?

Well, there's Netflix and Hulu, two streaming services inaccessible for most countries.  

But other than that, the entertainment industry has been content to attack piracy rather than come up with unique solutions. And it's here that the industry can learn from their gaming peers.

For instance, why not offer a digital copy of a movie as part of a special cinema ticket - the movie being locked for a specified time until the DVD is released?

Or why not offer a special fan package for movie studios, letting viewers subscribe to a particular studio's offerings and getting special content in the process?

The content could take the form of soundtrack downloads, the making-of documentary or a T-shirt. I know I'd pony up R100 to R200 for a movie ticket if it meant I got a neat hoodie or digital copy as well.

Product placement could even extend into the real-world too, with movie studios including coupons for discounts or free samples.

The movie industry considers piracy to be a serious issue, but the least that these corporations can do is to meet their consumers half-way. Is that too much to ask?