Movie Industry Blues? Why Not Innovate?

I'm really curious about what is stopping the Movie industry from innovating in similar ways music has.

Movies and Music are going through similar changes, technology has made the costs of distribution decrease a large amount. Economics shows us that when the public knows of lowered costs, they won't spend more the perceived value. 

So, the free market has updated the law(Economic Law) basically stating that customers aren't going to pay the same now as they did before for the same service.

They're going to have "shrinking" pains until it happens. Why aren't movie distributors and theaters getting into the electronic age and making shit happen?
How about a free digital download of a movie if i see it in theater?(some bands do this for concerts)




How about unlimited theater visits for $10/month excluding opening weekends?(seems reasonable)