Eisner assumed the role following the departure of Michael Ovitz in 1997, after sixteen months at Disney. In 2005 board members Roy E. Disney and Stanley Gold began a campaign called "save Disney" against Eisner. As a result, Disney began a search for the next CEO to replace Eisner. On March 13, 2005, Disney announced that Iger would succeed Michael Eisner as CEO, and Iger was placed in charge of day-to-day operations, though Eisner held the title of CEO until he resigned on September 30, 2005. In July 2005, Disney and Gold dropped the campaign and agreed to work with Iger. One of Iger's first major decisions as CEO was to reassign Disney's chief strategic officer, Peter Murphy, and disband the company's Strategic Planning division. It was around this time Iger started to become known as "Bob" rather than "Robert". On January 24, 2006, under Iger's leadership, Disney announced it would acquire Pixar for $7.4 billion in an all-stock transaction. In the same year, Iger also re-acquired the rights to Walt Disney's first star, Oswald the Lucky Rabbit, from NBCUniversal by releasing sportscaster Al Michaels from ABC Sports to NBC Sports. Also in 2006, Roy E. Disney issued this statement regarding Iger: Animation has always been the heart and soul of The Walt Disney Company, and it is wonderful to see Bob Iger and the company embrace that heritage by bringing the outstanding animation talent of the Pixar team back into the fold. This clearly solidifies The Walt Disney Company's position as the dominant leader in motion picture animation and we applaud and support Bob Iger's vision. In August 2009, Iger spearheaded negotiations that led Disney to acquire Marvel Entertainment and its associated assets for $4 billion. By 2014, Disney had grossed more than that amount at the box office through the Marvel movies. On October 7, 2011, Disney announced that Iger would become chairman of the board, following John Pepper's retirement from the board in March 2012. On November 15, 2011, Apple, Inc., led by CEO Tim Cook, named Iger to its board of directors. Iger was responsible for making Steve Jobs Disney's largest shareholder by its acquisition of Pixar. In October 2012, Iger signed a deal with filmmaker George Lucas to purchase Lucasfilm for $4 billion following several months of negotiations. As a result, Disney acquired the rights to the Star Wars multimedia franchise and Indiana Jones. (In