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MPAA still seeking industry leader: who could be the next Jack Valenti?


It's not easy to replace an icon--just ask the Motion Picture Association of America, the lobbying group that represents the major motion picture studios in Washington.

Ever since longtime MPAA MPAA
abbr.
Motion Picture Association of America
 President and Chief Executive Jack Valenti let the group know in 2002 that he was thinking of retiring, his departure has loomed over Walt Disney Noun 1. Walt Disney - United States film maker who pioneered animated cartoons and created such characters as Mickey Mouse and Donald Duck; founded Disneyland (1901-1966)
Disney, Walter Elias Disney
 Co., Metro-Goldwyn-Mayer Inc., Warner Bros BROS Brothers
BROS Benefits and Retirement Operations Section (King County, Washington)
BROS Barnes and Richmond Operatic Society (London, UK) 
., Twentieth Century Fox, Sony Pictures Entertainment, Universal Pictures and Paramount Pictures, the seven companies he represents.

But Valenti's declaration in March that he wanted to leave by the end of the summer has quickened the process of seeking a successor.

"I hope we'll have it done by (September)." said a studio source, who asked not to be named.

The 82-year-old Valenti, Hollywood's man in the capital since he left the administration of Lyndon Johnson in 1966, has seen the movie industry through some of its most radical changes, from fighting government censorship to the creation of a rating system and the current battle against digital piracy.

Valenti wasn't available for comment. The studios refuse to comment publicly on the search for fear of being seen as trying to influence an already difficult process. Neither the studios nor the MPAA have put a specific timeline on when they expect to have a successor in place.

"We won't comment on that," said Rich Taylor, vice president of public affairs Those public information, command information, and community relations activities directed toward both the external and internal publics with interest in the Department of Defense. Also called PA. See also command information; community relations; public information.  for the MPAA.

Privately, however, some studio executives said the mix of political and industry understanding possessed by Valenti has proven hard to duplicate.

"Previously they were looking for Looking for

In the context of general equities, this describing a buy interest in which a dealer is asked to offer stock, often involving a capital commitment. Antithesis of in touch with.
 people with experience on the Hill," said another studio insider. "Now it's a combination of both. For all you can say about Jack, he's a hard act to follow."

Known for his elegant oration and crisp presentation, the studios must find someone who is equal parts soothsayer, consensus builder and firebrand fire·brand  
n.
1. A person who stirs up trouble or kindles a revolt.

2. A piece of burning wood.


firebrand
Noun
.

"You need someone who's high profile, the kind of spokesperson everybody recognizes," the insider said. "It's going to have to be somebody who can achieve that--especially the presence. Even if (the new person) is the best brain in the industry, if he's not at ease before the press and public and government, it won't work."

Process a pain

In 2002, the MPAA set up an internal committee to find its next leader. Based on the position's perks, there shouldn't have been a shortage of applicants. Valenti has one of the most star-studded jobs on either coast and an annual salary of $1.3 million--one of the highest for an industry lobbyist.

Toward the end of 2003, things seemed to be going fine; the MPAA offered the job to Rep. W.J. "Billy" Tauzin, R-La., a member of the House Energy and Commerce Committee. But Tauzin, who has also been heavily courted by the Pharmaceutical Research and Manufacturers of America Pharmaceutical Research and Manufacturers of America (PhRMA) is an industry trade group representing the pharmaceutical research and biotechnology companies in the United States. , turned down the offer.

After that, the MPAA tendered the job to another Louisianan--Democratic Sen. John Breanx. He also declined.

Rejected by the two legislators, the MPAA reworked its strategy.

In February, it hired Chicago-based executive search firm Spencer Stuart Management Consultants N.V.--a big step for an industry known for handling its personnel affairs internally.

"Now it's a (process) we're doing like any other organization, which is bringing in a search firm and having them bring candidates through and provide recommendations," said Taylor. "Hopefully the machine, on the other end, will spit out Verb 1. spit out - spit up in an explosive manner
splutter, sputter

cough out, cough up, expectorate, spit up, spit out - discharge (phlegm or sputum) from the lungs and out of the mouth

2.
 a successor. Hopefully."

Spencer Stuart has representatives in its L.A., New York New York, state, United States
New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of
 and Washington offices involved in the process, according to according to
prep.
1. As stated or indicated by; on the authority of: according to historians.

2. In keeping with: according to instructions.

3.
 a report in The Hill, a newspaper covering Congress. Judy Havas, who heads the firm's L.A. media and communications practice, did not return a call.

With headhunters in the mix, the search has become more formulaic. Instead of wining and dining a potential candidate, chief executives at the studios assemble in two groups, depending on their availability, to interview candidates Spencer Stuart presents.

"There's a recognition that you have to approach this in a professional way," said a studio source. "Not that it's unprofessional to just think of people. But if you really want to extend out and find the right people, it's really the best way."

Finding consensus

The involvement of the search firm may ease the front end of the process, but agreement among the CEOs of the seven constituent members remains a high hurdle.

Though they have common goals when it come to protecting their interests in Washington, different agendas have made it notoriously hard to bring them to consensus.

"Imagine trying to placate and satisfy all those people when you think about it," said the studio source. "A lot of them have really tough, demanding personalities. You've got a handful who expect stuff to happen."

Another imponderable im·pon·der·a·ble  
adj.
That cannot undergo precise evaluation: imponderable problems.



im·pon
: Valenti is also playing a role in the process.

Valenti's extended tenure, and with it a rich pool or powerful Washington connections, have no doubt kept studio executives at a distance up until now.

A native Texan Native Texan is a cultural identity concerning people born inside the borders of Texas. [1] [2] The state also has a "Native Texan License Plate." [3] "The Native Texans" are a bluegrass band from San Antonio. , the Harvard-educated Valenti took his post after resigning as a special assistant to Johnson in 1966. Before joining the Johnson administration There have been two Presidents of the United States with the surname "Johnson":
  • Andrew Johnson Administration, 17th President of the United States, 1865–1869.
and
  • Lyndon B. Johnson Administration, 36th President of the United States, 1963–1969.
, he was a principal of advertising and political consulting firm Weekley & Valenti. A Johnson confidante con·fi·dante  
n.
1. A woman to whom secrets or private matters are disclosed.

2. A woman character in a drama or fiction, such as a trusted friend or servant, who serves as a device for revealing the inner thoughts or intentions
 since 1955, he was in charge of press relations and a part of the motorcade on the day of President Kennedy's assassination Assassination
See also Murder.

assassins

Fanatical Moslem sect that smoked hashish and murdered Crusaders (11th—12th centuries). [Islamic Hist.: Brewer Note-Book, 52]

Brutus

conspirator and assassin of Julius Caesar. [Br.
.

When he took his post at the MPAA, the studios were independent entities, not smaller parts of large multi-national corporations with interests ranging from publishing to theme parks to television stations to cable networks.

Perhaps his best-known contribution during to the industry has been the rating system, which designates moves G, PG, PG- 13, R and NC- 17.

Valenti has been a staunch spokesman for copyright protection and anti-piracy issues. He's also been a staunch defender of free speech--most recently illustrated by his stance before a congressional committee attacking smoking in movies.
COPYRIGHT 2004 CBJ, L.P.
No portion of this article can be reproduced without the express written permission from the copyright holder.
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Author:Simons, Andrew
Publication:Los Angeles Business Journal
Date:May 24, 2004
Words:972
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