Grouper (later renamed Crackle) was founded by Josh Felser, Dave Samuel, Mike Sitrin and Aviv Eyal in 2004. In August 2006, Sony purchased the online video site Grouper for $65 million. In July 2007, Sony announced that Grouper would be re-branded and re-purposed as Crackle, a multi-platform video-entertainment network and studio, featuring full-length movies and television shows from Sony’s library, and would produce original content made for the Internet. In late 2008, San Francisco based Crackle was moved to Sony’s Culver City base to be formally folded into the studio’s digital content operations.