Sounds like some good entrepreneurship going on there. These creative business models should be applauded. Some of them, if encouraged, may even lead to viable distribution business models for movies and music in the future.
I'm far from a fan of the big movie studios and their rigid distribution models, but I'm still unconvinced that annotating other people's content with spam portals is either (i) a particularly creative business model or (ii) a viable alternative revenue source for those creating and selling the content.
You have to make do with what you can. At the moment, any more legitimate form of content monetisation is effectively ruled out by the "rigid", as you call it, stance of the copyright holders. I'm sure the people setting up those sites would rather use more profitable business models.
In fact, if you read the article, you will see a screenshot of one enterprising bit-torrent site offering monthly subscriptions. So even with all the hurdles thrown into their way by the current owners of the time-unlimited copyrights on these works, they still manage to do more than just spam portals.
