When Will The Studios Embrace Rather Than Fight Downloading?

Star Wars: Revenge of the Sith is already available online only hours after the film was released. Downloading of videos is increasing on the net as more and more people get broadband connections. Is it time for the studios to start embracing and promoting legal download services rather than fighting the inevitable?

I for one would be happy to pay for the download and to also watch major films at the cinema to get the full experience.