Leonsis, for now, has curtailed his work in feature films. Producing documentaries on such serious subjects as the Japanese destruction of Nanking and a national soccer program for the homeless, he coined the word, "filmanthropy," which he described as "shedding light on a big issue" while raising money for charity.

If people become engaged through movies, they become captive and immersed, so when they come out of the theater, hopefully they'll be engaged," she said. "I want all viewers to feel a part of this mission." Some might liken this type of documentary and fundraising event to the trend toward "filmanthrophy [sic].

Three films in this month's Toronto International Film Festival, all with a strong social-activist message — American Gun, North Country and Good Night, and Good Luck — were partially financed by a company called Participant Productions. And in each case, the films aren't there just to entertain, but, according to the agenda of Participant Productions founder, Jeffrey Skoll, to change society. … But the ultimate goal is what might be called filmanthropy.