The Voltage Pictures VP of Royalties was interviewed on the radio as I drove home today. He said that Voltage is doing this because a small producer they cannot cannot cross-subsidise from other parts of the business to cover the losses due to infringing copies of their movies (His argument was clearly based on the assumption that every infringing copy is a lost sale). The big players can afford to do this and see the negative press as more costly than the potential increase in revenue. He refused to be drawn on what they would be demanding from the alleged infringers. There were also some poor choices of words, assumption of guilt, and sense that they are the law.
Read (http://www.abc.net.au/triplej/hack/stories/s4212674.htm) or listen (http://mpegmedia.abc.net.au/triplej/hack/daily/hack_wed_2015_4_8.mp3) to the show.