Year book of motion pictures (1947)

THE PICTURE ASSOCIATION TWENTY-FIVE YEARS have elapsed since March, 1922, when the Motion Picture Association of America, Inc. (until 1945 the Motion Picture Producers and Distributors of America, Inc.) was organized by the leaders of the American film industry. From its initial and immediate purpose of self-regulation as regards the content of motion pictures, the activities of the Association have broadened widely in its first quarter century. Under the presidency of Eric A. Johnston, entertained in 1922 for the rise in status of elected to succeed Will H. Hays in Septem the motion picture to its present standing as ber, 1945, these activities now comprise an integral element in American life, and stimulation of overseas markets for films, an important cultural influence overseas. l)etter knowledge of the industry through a The sense of social responsibility and the comprehensive program of public informa international thinking of Johnston have al lion, community service, self-regulation of ready evidenced themselves in extension of advertising, theater service, conservation and Association activities, and the future wil title registration. doubtless see even wider scope for the sev These activities have justified the hopes eral departments dealt with below. Production Code Administration SELF-REGULATION of motion picture producti(m 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, 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, meni' 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 inte^ity and vigor of the screen as a medium of entertainment is evidenced hy the steady stream of high quality pictures that continues to flow from the studios. Advertising Code 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 6, 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, trailers, outdoor displays, novelties and other forms of publicity and exploitation. Admittistration All motion picture producers, whether or not they are members of the Motion Picture .dissociation, who accept the Production Code seal on their product thereby agree to conform also to the Advertising Code. To insure uniform interpretation of the Code, all advertising material is submitted in advance to the Advertising Code Administration at the Association's oflRce in New \drk or its branch in Hollywood.