The movie industry might 'get it' more than the music industry does: The movie industry is trying a new tactic in its war against people who download pirated copies of films over the Internet - it's asking nicely. 'I don't expect anyone to have sympathy for me or for other executives,' said Peter Chernin, president and chief operating officer of News Corp, whose Twentieth Century Fox studio made the spots. 'What we are endeavoring to do is both communicate that it's wrong and also communicate that there are human stakes and that those stakes are not just millionaires making less millions' (from The Taipei Times).