http://www.mercurynews.com/mld/mercurynews/entertainment/movies/12897956.htmEBay founder looks to direct reel change
MAGNATE: FILMS MUST `EDUCATE AND INSPIRE'
HOLLYWOOD - Jeff Skoll -- the shy multi-billionaire co-founder of eBay -- left Silicon Valley last year, and set out to test his theory ``that people are basically good'' on the movie industry.
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What each of those films has in common is an underlying assumption that they can ``educate and inspire'' people to ``actually get involved in the issues,'' Skoll says. When he founded Participant Productions last year -- to make pictures that not only do well at the box office, but also good in the world -- Skoll relied on a concept called ``the virtuous cycle'' that had been part of his original business plan for eBay.
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With a personal fortune currently estimated at about $4 billion, and his own philanthropic foundation in Palo Alto that doles out genius grants to social entrepreneurs, Skoll is not someone to be underestimated. But Hollywood is a place not built on hugs, and the idea of assigning value to movies other than by their box office haul is one that makes some insiders here queasy.
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To increase the likelihood of that, Each Participant picture will try to extend its themes through accompanying ``social action campaigns.'' Says Participant president Ricky Strauss, ``It's a key part of our business to use the social sector organizations. Jeff created the company with the idea that media can create social change, and we need to give audiences a chance to do that.''
Am I the only one who didn't know this? It was on the front page of our paper today.
I'm gonna hang out at EBay a bit more after reading this!