During the footloose and fancy-free times of the Jazz-age, the cinema was no stranger to conveying the frisson of those days. And the audience, oh they received in kind. Though much contention ensued for the industry over the suspicion of the movies' negative impacts. And when in the early 1920's a series of real-life scandals would confuse the standards of Hollywood private life and the rules of motion pictures, they knew a change must be made. After the Roscoe Arbuckle scandal involving the tragedy of Virginia Rappe and the subsequent killing of William Desmond Taylor, Hollywood was vehement in buckling the ol' belt. The investigation dragged Mabel Normand and Mary Minter into a circle of orgies and drug abuse. Within a year, actor Wallace Reid succumbed to the effects of drug use.
The industry feared its reputation and at this point were alarmed that the numerous educational and religious guardians of moral America might intimidate the audience. In 1922, the leaders of the film industry would found the Motion Pictures Producers and Distributors of America (MPPDA). Will H. Hays was appointed its president. Hayes was the mouthpiece for Hollywood, refurbishing its image and helping to create the impression that Hollywood was sober and responsible. He organized Central Casting as the agency for extras in 1926 and he eased the way for what passed as unions in the very conservative industry. He would introduce a Production Code in 1930 which was the first leg of his journey towards systematic self-censorship in movies. The industry would form its own Academy (of Motion Picture Arts and Sciences). In 1927, they brainstormed a concept - to design annual prizes - the Oscars - to show just how well-behaved and diligent it had now become; and in 1929 the first ceremony would be held at the Hollywood Roosevelt Hotel.