Year book of motion pictures (1951)

THE MOTION PICTURE ASSOCIATION HE MOTION PICTURE ASSOCIATION is expected to play a vital role in marshaling American film industry forces in the present struggle for survival. Eric A. Johnston, MPAA president, on leave to serve as U. S. Economic Administrator, has termed the motion picture a vital and essential element in this struggle— "just as important as planes, tanks and food." Domestically, Johnston points out, the film industry faces the job of helping sustain ri\ilian morale. "Recreation is a recognized production tool," he says, "and in this area the motion picture has no peer." On the foreign front, the motion picture has become an invaluable combat weapon. "The highest civilian and military authorities," Johnston says, "now recognize as never before the ideological fire power of films." Already, the Association, under Johnston's direction, has greatly widened the scope of its activities. In the foreign field, this has meant the expansion of the Association's International Department. At home, the .Association has placed greater accent on the work of its Exhibitor-Community Relations Department and the self-regulation program. A long-time fighter for freedom of the screen, Johnson is expected to intensify this campaign during the coming months. Johnson also has vastly expanded the industry's visual education program. The Association has worked in close cooperation with leading educators to develop the maximum usefulness of motion pictures in education. In the theatrical entertainment field, Johnston established a Children's Film Library, which has had a wide measure of success in assuring the availability of films specifically suitable for children. These and other activities of the Association are expected to be expanded, along with efforts more directly concerned with America's "campaign of truth" around the world. PRODUCTION CODE ADMINISTRATION SELF-REGULATION of motion picture production evolved gradually from early beginnings in 1922 when the Motion Picture Producers and Distributors of America was founded. Several progressive steps to establish higher standards of distribution culminated in the adoption on March 31, 1930, of the Production Code, which continues as the basic document in the industry's policy of self-regulation. This Code, a voluntary agreement entered into by the member companies, acknowledges the producers' responsibility to the public and asks in return "a sympathetic understanding of their purposes and problems and a spirit of cooperation that will allow them the freedom and opportunity necessary to bring the motion picture to a still higher level of wholesome entertainment for all the people." The Code machinery of self-regulation operates at four points: 1. The original story or play is submitted to the Production Code Administration for suggestion and criticism be fore the first screen adaptation is written. 2. When the script is completed, it is sub mitted for a check with Code requirements. 3. In the early stages of production, mem bers of the Production Code Administration staff are often called in to discuss sequences that present problems. 4. After this careful reviewing all along the way, the finished picture is reviewed and, if it meets Code requirements, a certificate of approval is issued. The Code machinery is available to all producers, foreign or domestic, whether or not they are members of the Association, a service increasingly utilized. How well the Production Code Administration has performed its functions in maintaining both Code Standards and the integrity and vigor of the screen as a medium of entertainment is evidenced by the steady stream of high quality pictures that continues to flow from the studios. ADVERTISING CODE ADMINISTRATION As WITH all forms of self-regulation in the motion picture industry, the efforts of the member companies of the Association, through the provisions of the Advertising Code (adopted June 10, 1930), are directed toward promoting and maintaining a high standard of advertising throughout the industry. This cooperative effort brings into conformity with the requirements of good taste all press books, newspaper advertising. 836