We count it crucial to make regular soundings to find out how the public perceives the rating program, and to measure the approval and disapproval of what we are doing... The rating system isn't perfect but, in an imperfect world, it seems each year to match the expectations of those whom it is designed to serve — parents of America.
American political advisor and lobbyist who served as a Special Assistant to U.S. President Lyndon B. Johnson; also President of the MPAA (1921-2007)
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I knew that the mix of new social currents, the irresistible force of creators determined to make "their" films and the possible intrusion of government into the movie arena demanded my immediate action. ... My first move was to abolish the old and decaying Hays Production Code. I did that immediately. Then on November 1, 1968, we announced the birth of the new voluntary film rating system of the motion picture industry ... the emergence of the voluntary rating system filled the vacuum provided by my dismantling of the Hays Production Code. The movie industry would no longer "approve or disapprove" the content of a film, but we would now see our primary task as giving advance cautionary warnings to parents so that parents could make the decision about the movie-going of their young children.
By summer of 1966, the national scene was marked by insurrection on the campus, riots in the streets, rise in women's liberation, protest of the young, doubts about the institution of marriage, abandonment of old guiding slogans, and the crumbling of social traditions. It would have been foolish to believe that movies, that most creative of art forms, could have remained unaffected by the change and torment in our society. The result of all this was the emergence of a "new kind" of American movie — frank and open, and made by filmmakers subject to very few self-imposed restraints.
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My own home, we do it in our on home. I know about that. Anybody that has a VCR, talk to them, and I ask you to use your own commonsense... If you had the power to sit on a playback of a recording and you could wipe out the commercials or not wipe out the commercials, what would you do? ... We all do it. But when you do it, you strip away the reason for free television. ... As far as I am concerned, I am going to continue taping because the plaintiffs have said they aren't going to do anything to me. I am not committing any crime. They know that.