I once worked for a client with no upfront contract and no initial fees, the agreement being that I had to get paid when the work was done. After the work was done (in an incremental agile process nonetheless) the client said that he's going to go to someone else ... and when that someone else finished his work, I discovered that he stole from me ideas from my design, articles blatantly copy/pasted and some implementation details.
Sorry, but even if the cost of reproducing digital media is zero, the cost of producing it is not. And if I'm producing something of value, it's only fair to get paid for my work.
And in the above case I only had the copyright law to defend myself.
What the media industry needs to realize is that people don't pay for crap. If you want to make money out of movies then stop producing crap like Jennifer's Body and stop promoting crap like Britney Spears.
The price of a movie/music album/newspaper subscription should also variate according to its quality / cost of production.
Personally I buy all the albums of my favorite bands (all 3 of them ... I like supporting them and I like discovering tracks for which there aren't mp3s available on torrents). I'm also going to the local cinema regularly but only to see those movies that are worth the price of a ticket.