Posted: Sun., Sep. 25, 2005, 5:00am PT

The MPAA's one-two punch

Glickman doubles reach with familiar Hollywood face

By Dave McNary

For nearly 40 years, the head of the MPAA was Hollywood's face in D.C.

Now the org is adding a second, and more familiar, face in Hollywood's backyard. But are two heads better than one?

To the surprise of many in the pic biz, Motion Picture Assn. of America topper Dan Glickman announced Sept. 22 that he would retain the title of CEO while Bob Pisano would become president and chief operating officer.

The role is that of a liaison, and some studio execs may feel more comfortable with their own Hollywood insider.

When Jack Valenti assumed the role in 1966, he was a new kid in Hollywood. But the business has changed radically since then, and some at the studios wanted to help Glickman with his learning curve.

Glickman's had a lot on his plate during his first year at the MPAA, establishing relationships with a Republican-dominated Congress and ramping up his know-how on the antipiracy fight. He assumed oversight of the MPAA ratings system from Valenti three weeks ago.

No one thought succeeding Valenti as chief of the MPAA would be easy. Glickman, a lifelong Democrat, got off to a tough start last summer due to hostility from the GOP, which had expected a Republican to be named, even though the job is allegedly nonpartisan.

After 15 months of trying to be the industry's face in D.C. and Hollywood, the low-key Glickman believes the upbeat Pisano (also a registered Democrat) can help the MPAA run more smoothly, helping to battle worldwide piracy and correctly interpret the desires of studio chiefs.

Pisano, who spent six years as exec VP and then vice chair of MGM, and was also exec VP of Par, has close relationships with many in the Hollywood hierarchy, notably Warner's Barry Meyer and Fox's Peter Chernin. He's tasked with leading showbiz's fight against piracy and is expected to anchor the MPAA's overseas efforts on that front.

Pisano's fresh from three years dealing with the daunting task of leading the Screen Actors Guild as CEO. He's congenial about that experience, asserting it gave him insight into the needs of the creative community.

Glickman's goal now is to spend more time setting policy, dealing with Congress, the White House and foreign governments.