Yes, it’s the Superman Movement. Most filmmakers must secretly dream of a sequel that is bigger, better, and more important than the original. The makers of Waiting for Superman are apparently no different. "For us, the theatrical release is just the start of social action," says Jim Berk, CEO of the aptly named Participant Media, the studio behind the movie (see here). "When I started the company, it was to motivate the grass roots and really get people to embrace an issue, and the idea was that the politics would follow," confirms Jeff Skoll, Participant’s founder and chairman.
In 2009, these leaders decided Participant needed its own organizing arm, so they invented TakePart.com, a website tied to an extensive network of social action websites. TakePart, which constructs a special operation for every film, also offers advice to potential activists on their chosen issues – what to do and how to do it.
Charter school funders gloated and applauded when an early preview clip of Superman was shown at a Grantmakers for Education (GFE) conference in Baltimore last fall. GFE is made up of a wide array of education funders, ranging from powerhouses like Gates, Broad, and Walton, to community and family foundations of every stripe. (Full disclosure: The Albert Shanker Institute is an active member.) Participant was already drawing the foundation world into Superman’s policy and action orbit, hoping its dollars would follow the movie’s message.