league shortened the 2011 off-season, which gave Shurmur little time to coach McCoy or institute his version of the West Coast offense. The team started at 2–1, then 3–3, but McCoy's struggles and a lack of offensive production led to a series of defeats, including six straight losses to end the year. The Browns finished the season at 4–12. During that same season, comedian and frustrated Browns fan Mike Polk made a video to complain about the team's futility, screaming "You are a factory of sadness!" while facing Cleveland Browns Stadium. "Factory of Sadness" has since become a colloquial nickname for the stadium. In the offseason, Hillis signed as a free agent with the Kansas City Chiefs after a lackluster season and unsuccessful contract talks with the Browns. In the 2012 draft, the Browns chose running back Trent Richardson with the third selection and took quarterback Brandon Weeden with the 22nd pick. Weeden was expected to replace McCoy at quarterback after McCoy's limited success in one and a half seasons as the starter. On September 6, Art Modell died in Baltimore at the age of 87. Although the Browns planned to have a moment of silence on their home opener for their former owner, his family asked the team not to, well aware of the less-than-friendly reaction it was likely to get. Weeden started the Browns' first game of the season. The 28-year-old rookie threw four interceptions in a 17–16 loss to Philadelphia in which the Browns' only touchdown was scored by the defense. New ownership under the Haslams and continued struggles (2012–2019) In July 2012, owner Randy Lerner announced he planned to sell the Browns to businessman Jimmy Haslam. The sale was finalized on August 2, 2012, in excess of $1 billion. Haslam officially was approved as the new owner on October 16, 2012, at the NFL owners' meetings, and the very next day former Eagles president Joe Banner was named as the Browns' new CEO. The Browns began the 2012 season by losing their first five games. Having lost their last six games to end the 2011 season, this marked an 11-game losing streak, tied for the longest in team history with the 1974–1975 teams. On October 12, the Browns defeated the Bengals 34–24 in Cleveland, behind two touchdown passes from rookie quarterback Brandon Weeden (on his 29th birthday) to end the streak. On December 31, 2012, head