The potential sale of Paramount has sparked significant internal changes and strategic responses due to its declining performance. The Redstone family, long-time beneficiaries of dividends from Paramount, felt the financial impact as the company cut dividends amidst its downturn. In response to the situation and to make a change in control more appealing to smaller investors, both the Redstone family and independent film producer David Ellison have made concessions. Furthermore, Paramount's top divisional heads have outlined a plan to cut over $2 billion in costs to prepare for the possibility that no sale occurs. David Ellison, along with RedBird, has emerged as a leading contender in the acquisition race.