New MPAA topper Dan Glickman‘s announcement last week that studios will begin suing those who download movies online generated plenty of headlines, but few expect it to make a dent in the problem.
In an unfortunate coincidence for Hollywood, a new study by researchers from UC Riverside and UC San Diego came out a week earlier showing there hasn’t been any decline in P2P activity since the RIAA started its education efforts and lawsuits last year.
Critics further point out that the odds that any one pirate will be hit by a lawsuit aren’t much greater than getting hit by lightning.
But as PR strategy, lawsuits work brilliantly. They get people talking about piracy and raise awareness that the act has serious consequences.
Combined with educational and outreach efforts, along with thus far limited digital distribution options like Movielink, studios are hoping that’s enough to keep piracy from becoming an even bigger problem.
If it does, the MPAA faces two options: fight back even harder; or start cutting prices, shrinking release windows and distributing legit content over P2P so piracy isn’t as attractive an option.