Pressures from social reformers during an 'era of scandal' led the industry to self-regulate by creating the MPA in 1922 and paving the way for a Production Code that impacted film content and satisfied many anti-Hollywood activists for nearly two decades
The lobbying group, which is marking its centennial in 2022, was born as the Motion Picture Producers and Distributors Association in 1922. MPPDA counsel C.C. Pettijohn once told a 1929 Public Relations Conference that the film industry was first understood as a three-legged stool that included production, distribution, and exhibition. Pettijohn argued that the MPPDA allowed the public to work as the fourth leg that could make or break the industry.
Hollywood had another battle with social reformers in the wake of silent comedian Fatty Arbuckle’s scandalous San Francisco soiree that allegedly resulted in the death of actress Virginia Rappe. As trials commenced, discussions of censorship began to swirl, something the industry was staunchly against.
By the end of the 1922, Hays offered Arbuckle a comeback tour. It was too late. The court of public opinion had settled its case. Theater owners were worried that the one-eighty on Arbuckle would lose any public trust gained since Hays’s appointment. The Motion Picture Theater Owners of America issued a statement, arguing that “no act of any official can make up the public mind on this matter.”
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