Good point, but unfortunately that only applies to the performing arts.

And even then the issue of control comes to play. I know for a fact that if you want to play a certain big festival in my country you have to agree that t-shirts can only be bought at the designated stand, for a price that's higher than the price you decide and they take a cut of the profits.

Again, maximising profits by ripping of customers beyond your control...

Anyway, I wouldn't mind paying for a 3 hour live performance of Apocalypse Now (but only with the original actors, director and in the original location ;-)