Corporate rights-holders like Disney are the ones that want over-long copyright periods. The actual creators just want the right to earn an income from their own work during their lifetime, and many would be happy with 10-20 years.
Ifavor an altered form of lifetime rights, as I'll explain quickly in part:
-- The creator should not be able to sell or transfer ownership of the copyright. Instead, they would 'rent' non-exclusive licenses to companies for a limited timespan, with a certain guaranteed profit percentage for the creator (so they couldn't be screwed like writers & musicians are now).
-- The company would have the right to full sell those copies, not rent them. If it sold copies it didn't have a license for, it would then be required to pay the creatorthe full cost plus a fine and any legal costs the creator would incur handling the matter.
-- Ideally, the companies would compete with one another on cost, quality, and speed/ease of delivery. Few people with any money will pirate if they can get a high-quality copy to their device(s) in an instant by clicking a button.
-- DRM wouldn't exist within ebooks. Instead, since many people just do whatever is easiest and don't care about DRM, allow store owners that produce their own branded e-readers have the default software place limits on lending out or reading lent-out books. (People willing to root their device to install third-party e-reader apps or that pick non-store readers could avoid it, as they're the ones motivated enough to crack DRManyway.)
-- Rather than wasting resources fighting it as a blanket criminal issue, a tiny fraction of those funds could be used to stigmatize impersonal 'sharing' (obtaining from a stranger as opposed to a friend) as being on par with accepting the free lunch at school or being on welfare.
-- If someone does the hard work of creating something, IMHO they should be in control of it. Not a corporation, their neighbor, or their relatives.
-- If copyright will expire within the creator's lifetime, the companies (Hollywood studios, game studios, publishers, etc.) will all refrain from touching the work until it expires in order to avoid having to pay up.
-- Copyright is essentially an attempt to compensate for the fact that creators are paid by a lot of people over a long time period rather than an equivalent amount all at once by one person/group. These days, it takes far longer to reach that point than it used to.