coca-cola purchased columbia pictures in 1982. in 1987, columbia decided revenues from its spy comedy "leonard part 6" (1987) would offset its losses on "ishtar" (1987). leading up to release, columbia announced it would spend $12 million on "synergies" with the film, taking into account the success of cosby's television series and record sales for his parenting book, "fatherhood". promotions included posters, spy cameras, point of sale standees of cosby, and a contest to win porsche cars. cosby, who acted in and produced the film, was initially supportive of it, but close to the release date he publicly distanced himself from it. the film failed, with a net loss of $33 million.