“Last year and the year before, Embassy Madrid hosted the biggest (or one of the biggest) July 4th celebration with roughly 4,000 guests. Plans for this year call for a bigger celebration. Wise use of taxpayer funded employee time?”
Hollywood’s efforts to win political clout have always stretched across the country, from glitzy campaign fundraisers in Beverly Hills to cocktail parties with power brokers in Washington.
Last year, the film industry staked out another zone of influence: U.S. embassies. Its lobbying arm paid to renovate screening rooms in at least four overseas outposts, hoping the new theaters would help ambassadors and their foreign guests “keep U.S. cultural interests top of mind,” according to an internal email.
That was the same year that the Motion Picture Association of America, which represents the six biggest studios, reported it was lobbying the State Department on issues including piracy and online content distribution. Hollywood’s interests 2013 including its push for tougher copyright rules in the Trans-Pacific Partnership trade pact 2013 often put the industry at odds with Silicon Valley.
The only public indication of the embassy-theater initiative was a February 2015 press release from American officials in Madrid, titled “U.S. Embassy Launches State-of-the-Art Screening Room.” It credited “a generous donation” from the MPAA.
Asked about its gifts to the State Department, the lobby group declined to say how many embassies got donations or how much they were worth.
“Because film is a great ambassador for U.S. culture around the world, MPAA assisted with the upgrade of some embassy theater facilities,” said spokeswoman Kate Bedingfield. “All gifts complied with the law as well as with State Department ethics guidelines.”
Nicole Thompson, a State Department spokeswoman, said at least three embassies besides Madrid received between $20,000 and $50,000 in entertainment upgrades last year 2013 London, Paris and Rome. The revamped screening rooms, she said, aren’t intended to entertain U.S. officials, but rather to help them host screenings to promote an American industry and sow goodwill.
Thompson said the donations were proper and that all gifts to the department are reviewed to avoid even the appearance of a conflict of interest. “The department has explicit authorities to accept gifts made for its benefit or for carrying out any of its functions,” she said.
The State Department routinely accepts gifts from outside groups, Thompson said. She couldn’t provide any other examples of major gifts from groups that simultaneously lobby the agency. Thompson declined to list the items given by the MPAA or their total value, and wouldn’t say whether the group had made similar gifts in the past.
There was at least one precedent. A spokesman for Warner Bros. Entertainment said the studio helped pay for the refurbishment of the screening room at the U.S. ambassador’s home in Paris in 2011. “This donation was coordinated with the State Department and complied with all appropriate rules and regulations,” the spokesman said.
State Department policies posted online specifically permit gifts from individuals, groups or corporations for “embassy refurbishment, ” provided that the donors are vetted to ensure there’s no conflict or possible “embarrassment or harm” to the agency. The posted policies include no caps on the value of donations, nor any requirements for public disclosure of foreign or American donors. The rules also say that the donations can’t come with a promise or expectation of “any advantage or preference from the U.S. Government.”
Obtaining an advantage, albeit a nonspecific one, sounded like the goal when a Sony Pictures Entertainment official wrote to the studio’s chief executive officer, Michael Lynton, to relay a request to fund the screening rooms from Chris Dodd, the former U.S. senator who heads the MPAA. The executive writing the note 2013 Keith Weaver 2013 sought to assure the CEO that such a donation wouldn’t be improper.
“The rationale being that key Ambassadors will keep U.S. cultural interests top of mind, as they screen American movies for high level officials where they are stationed,” reads the message, included in a cache of emails hacked from Sony and which were posted online by the website WikiLeaks.
“The cost implication is estimated to be $165k (aggregate of $$$/in-kind) per embassy/per studio. Apparently, donations of this kind are permissible.”
Besides Sony, the MPAA represents Disney, Paramount, Twentieth Century Fox, Universal Studios and Warner Bros. Entertainment. The e-mails suggest that Sony executives decided against contributing to the project for budget reasons.
The MPAA has long been a powerful presence in the nation’s capital, spending $1.34 million on federal lobbying last year, according to data compiled by the Center for Responsive Politics. One of its flashier tools has been to host exclusive gatherings at its Washington screening room, two blocks from the White House, where lawmakers get to watch blockbuster films, rub elbows with celebrities, and up until several years ago, enjoy dinner 2013 a perk scuttled because of stricter rules on congressional lobbying.
Hollywood studios depend on foreign markets for much of their profit but the MPAA’s interests don’t always align with those of other major American constituencies. For example, Hollywood studios have moved some film production to Canada to cut costs. American film workers have tried to get the federal government to stop the outsourcing of jobs, but have been met with resistance from the MPAA.
The trade group has also pushed federal officials to pressure foreign governments into adopting stricter copyright laws. An MPAA-funded study found that in 2005 worldwide piracy cost American studios $6.1 billion in revenue. That number has been disputed by digital rights advocates.
For the TPP trade deal, the MPAA has discouraged the American government from exporting “fair use” protections to other countries. In a hacked message from Dodd to the U.S. Trade Representative, the MPAA chief warned that including such provisions, which in American law allow limited use of copyrighted materials without permission, would be “extremely controversial and divisive.” Digital rights activists have characterized the efforts as overzealous.
“They’re basically encouraging other countries to adopt the most draconian parts of U.S. copyright law and even to reinterpret U.S. copyright law to make it more stringent,” said Mitch Stoltz, an attorney for the Electronic Frontier Foundation. “Broadly speaking broadening copyright law harms free speech in many cases by creating a mechanism for censorship.”
The state-of-the-art screening rooms are a relatively minimal investment by Hollywood as it works to strengthen connections abroad.
This spring, the U.S. ambassador to Spain, James Costos, brought a group of foreign officials to Los Angeles for a meeting hosted by the MPAA. Among them were representatives from the Canary Islands, who came prepared to discuss filming opportunities and tax incentives for American studios in the Spanish territory. The State Department touted the trip as an opportunity to “expand bilateral trade and investment, including through ties between the entertainment industries.”
It’s not known whether the path to that particular meeting was eased by the new screening room in Madrid. At the theater’s debut in February, the ambassador’s guests were treated to a dark tale of corruption, lobbying and double-dealing in Washington 2013 the Netflix series “House of Cards.”
His name is James L. Bruno. His LinkedIn profile says he was a Foreign Service officer for twenty-three years with prior experience in military intelligence and journalism. He previously served in South East Asia, Australia, Pakistan, Cuba, GTMO and Washington, DC. He is also the author of political thrillers, Chasm, Permanent Interests, Tribe and Havana Queen, all available via amazon.com. Now he wants to join the cast of The Bold and the Beautiful and try his luck as “a soap opera matinée idol.”
What the hey?!
Off the bat, we can’t really say what prompted this ex-diplomat to want to join B&B. But we should note that on November 6, 2013, President Obama announced his intent to nominate Colleen Bradley Bell as the next U.S. Ambassador to Hungary. Later, we discovered that Mr. Bruno has written an open letter to Bradley Bell, the Executive Producer of the CBS soap opera who is also the husband of the nominee to Hungary. Mr. Bruno published his letter three days after the White House announcement. Mr. Bruno writes:
“I hereby submit my application to join the cast of your wildly successful soap opera, The Bold and the Beautiful. After reading about your wife, Colleen, a producer for B&B, being named by President Obama to be our next ambassador to Hungary, I thought, I too, can realize one of my wildest dreams: become a soap opera matinée idol.
Now, looking at my résumé, you might think, “Hmm. Very thin. No acting experience. No background in showbiz. He’s very good looking though!”
Mr. Bruno who at one point in his diplomatic career was Charge d’Affaires in Vietnam explains the compelling reason for this desired career change:
“I’ll confess I haven’t watched a soap opera since my mother caught highlights of As the World Turns during breaks from housework when I was a little kid. But, having failed at getting my own presidential appointment to embassy Rome or Paris because political hack fundraisers always ace out career diplomats for these posts, I need to make a career change.”
Well, so there you go, some sort of non-foreign exchange, is it? Mr. Bruno’s elevator pitch to B&B also includes what he can offer the show:
“…[H]ere’s what I can offer to CBS’s B&B. Hollywood and Foggy Bottom have much in common: plenty of contrived dramas, glitzy superficiality, fragile runaway egos, Machiavellian intrigues and backstabbing. I was immersed in this bizarre culture for two-and-a-half decades. It’s all second nature to me. And here’s how I propose you use it on your show once you’ve hired me on: write me in as J. Huntington Outerbridge III, an effete, conniving, snarky diplomat who sleeps with all the beautiful female characters while engaged in high-stakes diplomacy to foil nefarious plots by al-Qaida and the Iranian Revolutionary Guard.”
Ouchy! He did mention something about ratings “going through the roof” so that’s good, right?
Anyway, apparently, résumés are also on the way to Ambassador James Costos, HBO V-P and current U.S. ambassador to Spain, and Ambassador Charles Rivkin, ex-CEO of The Jim Henson Company, and most recent U.S. ambassador to France.
Mr. Bruno calls it a “spoils system.”
He’s being diplomatic, of course and just want to be a soap opera matinée idol.
The newly confirmed American ambassadors presented their credentials to each of their receiving states in the last couple of months. Below are just a few of the photographs that are available online.
U.S. Embassy Japan
TOKYO, Japan (November 19, 2013) U.S. Ambassador Caroline Kennedy arrived at the the Imperial Palace, where she presented her credentials to His Imperial Majesty Emperor Akihito. [State Department photo by William Ng/Public Domain] (click on photo to view Flickr slideshow)
U.S. Embassy United Kingdom
@MatthewBarzun Diplomacy is a balancing act, like wearing a top hat. Preparing for my #CredentialsCeremony
U.S. Embassy Brazil
October 2013: A embaixadora dos EUA no Brasil, Liliana Ayalde, apresentou hoje suas credenciais à presidente do Brasil Dilma Rousseff. via US Embassy/FB
October 2, 2013. L’Ambasciatore John R. Phillips ha presentato ieri le Lettere Credenziali al Presidente Giorgio Napolitano. Con l’accettazione formale delle Credenziali, si conclude il processo di insediamento del nuovo Ambasciatore, iniziato con la nomina da parte del Presidente Obama lo scorso luglio. (via US Embassy Rome/FB)
U.S. Embassy Denmark
Ambassador Rufus Gifford received his credentials from H.M. Queen Margrethe II (not in the photo) at a ceremony at Amalienborg. U.S. Embassy/FB Photo
U.S. Embassy South Africa
On October 16, 2013 Patrick H. Gaspard presented his credentials to President Jacob Zuma in Pretoria as the new U.S. Ambassador to the Republic of South Africa. Photo of Ambassador Gaspard and his spouse Ms. Raina Washington at the credentialing ceremony. (US Embassy Photo)
U.S. Embassy to the Holy See
Via US Embassy/The Vatican
Ambassador Ken Hackett presented his credentials to Pope Francis at the Vatican in October 2013. More photos via US Embassy Vatican/FB.
U.S. Embassy Spain
El Embajador James Costos presentó ayer sus cartas credenciales ante el Rey Don Juan Carlos. Este es el paso definitivo en su acreditación como Embajador de EEUU en España. US Embassy Madrid/FB
U.S. Embassy Australia
Ambassador John Berry formally presented his credentials to the Governor-General, Her Excellency the Honourable Quentin Bryce AC CVO, who received them on behalf of the Queen – September 2013 Photo via US Embassy Canberra/FB
The State Department’s foreign-facing bureau, the Bureau of International Information Programs (IIP) released a few more videos for its ambassador introduction series. They obviously come from one script — say a greeting in the foreign language, include spouse, kids (or other relevant relatives) and/or pets, visit some Washington memorials, and say you look forward to meeting everyone in your host country. We have to say that these videos are getting better, but they also come across as somewhat artificial at times, particularly when they get the ambassador and spouse do a duet in their greetings. Some of the ambassadors in this series, not just the ones below are naturally telegenic and excellent in delivery, of course, but others are less so.
One of our readers inquired who watches these videos. These are IIP products so the intended audience are presumably foreign publics. Although, there doesn’t seem to be standard on how these videos are “push” to their intended audience abroad. Some videos are posted across the missions’ multiple social media platforms with negligible results while others are posted only on the mission’s YouTube channels with better though uneven results. These videos are created by professionals (PR, video, digital?) at the IIP bureau, but just because you can, does it mean you should? Does it make sense to make these videos for all chiefs of mission regardless of the Internet penetration rates in their host countries? For instance, in Burkina Faso, the Internet penetration rate is only 3% of the population and in Chad that rate is 1.9%. Radio isn’t sexy, but wouldn’t it have more reach in those cases? I supposed the answer whether it makes sense depends on what kind of return IIP is looking for in its investment of time and effort. For the chiefs of mission, it’s a question of whether they should get on this hot train because everybody’s doing it or if they should find an alternative outreach method more appropriate to their host countries’ infrastructures.
This video was posted by State/IIP on YouTube, and separately on US Embassy Pretoria’s website and Facebook page. The video was also plugged by the embassy’s Twitter account but the total eyeball count could not get above 400 views.
Ken Hackett, U.S. Ambassador to the Holy See
(with Italian subtitle)
This video was posted by State/IIP and linked to by US Embassy to the Holy See’s website and Facebook page. Total views of about 1023 as of this writing.
U.S. Ambassador to Brazil Liliana Ayalde
Published in English and Portuguese by State/IIP on YouTube in mid September, we could not locate this video on the embassy’s website, Facebook page or a mention even on Twitter. It currently has 243 views.
James Costos, U.S. Ambassador to Spain and Andorra
This video was posted by State/IIP in English and with Spanish subtitle with a total views of about 3,000. We have not been able to find this video on the embassy’s website or Facebook page, however, it was reposted by the embassy’s YouTube channel where it registered approximately 6,300 eyeballs.
Joe Yun, U.S. Ambassador to Malaysia
This video released by State/IIP in English and with Malay subtitle currently has about 320 views. It does not look like it’s posted on the embassy’s website but it was reposted on the embassy’s Facebook page and YouTube Channel where it has about 755 views.
John Berry, the U.S. Ambassador to Australia
Posted by State/IIP in September, it has about 1030 views. Reposted by US Embassy Canberra on the embassy’s YouTube channel, it currently has 25,791 views
On June 14, President Obama announced his intent to nominate James Costos as the next Ambassador to Spain. The WH released the following brief bio:
James Costos is Vice President of Global Licensing and Retail for Home Box Office (HBO). Before joining HBO in 2006, he was President and CEO of Eight Cylinders, Inc., an entertainment marketing and licensing agency. Previously, from 2002 to 2004, he was head of Promotions and Consumer Products at Revolution Studios in California. He began his career in New York as a fashion and retail executive. From 2001 to 2002, he was Vice President of Retail for Hermes in New York, and from 1991 to 2001, he was Vice President of Retail Operations for Tod’s in New York. Mr. Costos currently serves on the Board of Directors of The Humane Society of the United States.
He received a B.A. from the University of Massachusetts.
According to OpenSecrets.org Mr. Costos and his partner, designer Michael Smith, raised at least $500,000 for Obama’s reelection campaign in the 2012 cycle. In 2009, Smith was selected by the first lady to redecorate the residential quarters of the White House, and he later designed a makeover of the Oval Office.
If confirmed, Mr. Costos would replace political appointee Alan Solomont who was appointed chief of mission to the US Embassy Madrid in December 2009. Non-career ambassadors make up 73.7% of all ambassadorial appointments to Spain since 1960.