It would seem that the catalyst for the Motion Picture Producers and Distributors of America (MPPDA) appointing Will H. Hays as its president was the tragic death of actress Virginia Rappe in 1921:
Of course the pressure by religious groups would still be there, and the MPPDA would still have to placate them to some extent. But without the need for a PR stunt, might a less dogmatic figure be chosen instead, and impose a less stringent censorship on American cinema?The goal of the organization was to renovate the image of the movie industry in the wake of the scandal surrounding the alleged rape and murder of model and actress Virginia Rappe, of which film star Roscoe "Fatty" Arbuckle was accused, and amid growing calls by religious groups for federal censorship of the movies. Hiring Hays to "clean up the pictures" was, at least in part, a public relations ploy and much was made of his conservative credentials, including his roles as a Presbyterian deacon and past chairman of the Republican Party.