The themes of the three Academy Awards contenders were deliberately chosen and all three films were produced and funded by Participant Media, a company known for promoting social causes through movies. Participant Media was established in 2004 by Jeff Skoll, a former eBay President and billionaire. The company has been involved in a variety of projects, from documentaries like "An Inconvenient Truth" to historical dramas like "Lincoln", and even award-winning films like "Spotlight", which focused on journalists uncovering abuse by Catholic priests. Participant Media's Chief Executive, David Linde, explained that they are drawn to stories of ordinary individuals making a difference and becoming leaders for change in their own lives and the lives of others. According to Linde, "Roma" is a notable example. The film, in black-and-white and distributed by Netflix Inc, tells the story of Cleo, an indigenous Mexican housekeeper who shows bravery in the face of difficult situations. It is in competition for the best picture award at the Oscars with "Green Book," a movie by Participant and released by Comcast Corp's Universal Pictures, which follows a black pianist on a 1962 tour of the segregated US South. Actor Mahershala Ali was present at the 91st Oscars Nominees Luncheon in Beverly Hills, California on Feb 4, 2019. Additionally, "RBG," a documentary about US Supreme Court Justice Ruth Bader Ginsburg, is also nominated for an Oscar. Actor Mahershala Ali was present at the 91st Oscars Nominees Luncheon in Beverly Hills, California on February 4, 2019. His participation in movies is linked with activism off-screen. For the film "Roma," the company collaborated with the National Domestic Workers Alliance to advocate for labor rights and also supported the development of an app that offers benefits to house cleaners, such as paid time off. Scott Budnick, known for producing comedies like "The Hangover," has shifted his focus to promoting prison reform through impactful and commercially successful entertainment. His new venture, One Community, aims to raise $10 million for a year-long campaign leading up to the release of the biographical drama "Just Mercy" in January 2020, starring Michael B. Jordan as a lawyer working to free a wrongfully convicted man. The campaign, set to launch in the next two months, aims to bring about changes on issues like the death penalty and juvenile sentencing, according to Budnick in an interview. One Community, which is co-financing "Just Mercy" with AT&T Inc's Warner Bros., serves as a bridge between philanthropy and politics for the entertainment industry. Julie Cohen (L) and Betsy West from "RBG" were seen at a reception for Oscar-nominated documentary films before the 91st Academy Awards in Los Angeles, California on Feb 19, 2019. "We are here to serve as that aligner," he stated. Macro, a co-producer of "Just Mercy," is dedicated to creating television shows and films that showcase a diverse range of stories with people of color. Previous successful films from Macro include "Fences" and "Mudbound." Founded by former talent agent Charles King, Macro is supported by organizations such as the Ford Foundation, which has invested $5 million in the company. "Controlling which narratives are shared, by whom, and from what perspective, is a powerful tool for influencing the conversation in our country," said Cara Mertes, director of the Ford Foundation's JustFilms initiative. "This is seen as a social justice impact for us," Budnick explained. One Community, founded by Budnick, receives funding from various investors, such as Endeavor Content and Philadelphia 76ers co-owner Michael Rubin. The company operates with a "double bottom line" approach, focusing on both profits and social change. Budnick stated that executives are collaborating with social scientists to create measures for assessing success. He acknowledged that this framework may not appeal to every investor. "If an individual is seeking a 10-fold return on their investment, they could invest in companies like Twitter, Uber, or Instagram," Budnick explained. "However, this company is different. It is designed to be profitable and make a positive impact."