obesity. The studio used these funds to create a campaign linked to its promotional efforts for the documentary film Food, Inc. and signed a deal with Active Media to help run the campaign. It signed a deal with Planet Illogica (a website collaboratively produced by artists, filmmakers, musicians, and fashion designers) to generate a social action campaign associated with its documentary Oceans (which was released by Walt Disney Pictures). The "Save My Oceans Tour" involved concerts, art installations, and screenings of Oceans on college campuses. On April 13, Noah Manduke (former president of the consulting firm Durable Good and president of the marketing firm Siegel + Gale) was named chief strategy officer of the Jeff Skoll Group. Skoll created the Skoll Group to oversee his various enterprises, including Participant Media, and Manduke began working with Skoll and Participant Media's top management to begin a strategic planning process and strengthen collaboration between Participant and Skoll's other organizations and companies. The following month, studio executive James Berk was one of only 180 individuals invited to join the Academy of Motion Picture Arts and Sciences. Based on the success of its Twilight Saga film series, Summit Entertainment announced on March 8, 2011, that it was making a $750 million debt refinancing with cash distribution to its investors, which included Participant Media. On June 5, The New York Times ran a major story about the studio, declaring: "Participant Media, the film industry's most visible attempt at social entrepreneurship, turned seven this year without quite sorting out whether a company that trades in movies with a message can earn its way in a business that has been tough even for those who peddle 3-D pandas and such." Author Michael Cieply noted that The Beaver, Participant's latest released, cost $20 million but had garnered just $1 million in gross box-office sales after a month in theaters making the film a "flop". The company's biggest success to date, the newspaper noted, was 2007's Charlie Wilson's War ($66.7 million in gross domestic box office revenue). Skoll was quoted as saying that he had poured "hundreds of millions to date [into the company], with much more to follow", and that the studio had yet to break even. Skoll and Berk, however, noted that Participant Media performs slightly above-average when compared to similarly-sized peers. The advantage came in three areas: home video sales, the company's long-term attempts to build social