Intended Consequences?

From the New York Times:

In measuring its success, Mr. Berk added, Participant sometimes resorts to an unusual standard: On losers, the company assesses whether Mr. Skoll could have exerted more impact simply by spending his money philanthropically.

By that measure, “Waiting for Superman,” about the failures of public education, was a hit, Mr. Berk said. It had just over $6 million in worldwide ticket sales, but managed to put the issue of teacher competence into what he calls “the pool of worries” for millions who were caught up in a fierce discussion of the film’s premise, that failing children are hindered by union-protected teachers.

N.B.: "Waiting for 'Superman'" was produced by Participant Media.