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Antioco’s initiatives, however, were going to cost the firm serious money, and also depress short-term profitability, as is often the case when a business needs to go through a strategic inflection point. Carl Icahn, an activist investor, entered the fray, putting members of his own preference on the board and eventually easing Antioco out. Under his successor, Jim Keyes, Antioco’s changes were reversed, and Blockbuster stubbornly tried to hold off the inflection point. The company went bankrupt in 2010.