Jack Valenti, film lobbyist and longtime president of the Motion Picture Association of America, died Thursday at home from complications of a stroke he suffered in late-March. He was 85.
"I have lost a dear friend and mentor — someone who not only made a mark in history, but also had a profound impact on my life," says Warner Bros. CEO, Barry Meyer, "On behalf of all my colleagues at Warner Bros, our heartfelt condolences are with [wife] Mary Margaret, his children, grandchildren and the millions and millions of people who were directly or indirectly touched by Jack."
Born September 5, 1921, and educated at Harvard, Valenti was famous for his grandiloquent manner of speech and typified Hollywood dress: coifed hair, nice suit, and a California tan. He became a household name thanks to his frequent appearances during the Oscars.
After being named president of the MPAA in 1966, Valenti revolutionized the pictures business by introducing the letter film ratings, which gradually evolved into the "G"-"NC-17" system widely accepted today. Though there are frequent clashes between the MPAA and distributors (NC-17 is still considered box office kiss of death for films) and the public (recently, "Grindhouse"’s rumored NC-17 rating was a lively source for consternation), Valenti’s system is inarguably superior to the restrictive Hays Code that preceded it.
"It’s the end of an era," says former Parmount Pictures CEO, Sherry Lansing, "He was one of the greatest leaders our industry ever had. He was one of those unique individuals who could build consensus."
In 1982, certain VCRs would destroy the industry, Valenti famously argued to a congressional panel: "I say to you that the VCR is to the American film producer and the American public as the Boston strangler is to the woman home alone."
Valenti indeed took frequent controversial stances on new technology. In 1998, Valenti successfully lobbied for the Digitial Millennium Copyright Act, which was ratified by the Clinton administration. As Internet usage began to proliferate in the late-90s, the DMCA essentially extended existing copyrights onto the web. While this still leads to incessant infringement cases, the protection it gave to movies and studios helped usher in the digital age and DVDs.
"I’ve known Jack for more than 25 years as a colleague, friend and mentor," says Jean M. Prewitt, CEO of the Independent Film & Television Alliance, "He was the absolute consummate gentleman who loved every facet of our industry and its people – no matter what their role in the business. We’ll never forget Jack and his legacy. There will never be anyone like him."
Before being lured to Tinseltown by movie mogul Lew Wasserman, Valenti served under President John F. Kennedy as the man in charge of the press. Following Kennedy’s assassination, Valenti was present on Air Force One and appears in the famous picture of Lyndon Johnson being sworn in as the President of the United States. He’s the one on the left.
Valenti’s memoir, This Time, This Place: My Life in War, the White House, and Hollywood, will come out in June. Valenti’s family will later announce a private mass celebrating his life.
