Bethlyn Hand, former Senior Vice President of Advertising and Administration for the Motion Picture Association (MPA), died February 14th, 2023. The cause was Alzheimer's disease, said her brother, Lloyd hand. She was 85.
Hand joined the Association, Hollywood's main trade organization which represents the industry's interests in Washington DC, soon after Jack Valenti was made president and stayed for 37 years. Valenti said in 2003, "She was by my side at the very beginning of my tenure at the MPA. I got a lot of credit for what she did." By the early 1990s, Hand was selected by The Hollywood Report as one of Hollywood's Most Powerful Women.
Hand played a crucial role in approving or declining marketing campaigns according to the guidelines of the MPA's ratings program. She became a well-known figure in the movie business. On many occasions, studio heads, production executives or producers were in her office or on the phone pleading their case. "With the teenage movies, there's always a lot more sex marketers in the advertising than we will agree to. With a trailer, you're a captive audience," Hand once remarked.
Hand, sister of President Lyndon B. Johnson's former Chief of Protocol Lloyd Hand and sister-in-law to jewelry designer Ann Hand, grew up in Houston and majored in journalism at the University of Texas. Her professional life was launched in 1966 when she moved to Washington DC and worked alongside Valenti. Nine years later, Hand moved to Los Angeles to lead the advertising division.
Hand was a member of the public relations branch of the Motion Picture Academy of Arts and Sciences and served on the Public Relations Coordinating Committee, which handles press matters during the Academy Awards. For years, she coordinated all of the escorts behind the scenes at the Oscars. She also served as vice chairman of the California Film Commission.
Upon her retirement in 2003, Hand said, "It has been a wonderfully rewarding career in which I have made long-lasting friendships." She was determined to enjoy retirement as much as she did her work life and traveled the world. Bethlyn will long be remembered as devoted to her family and friends leaving behind a wonderful community in Westlake Village, her brother and sister-in-law, Lloyd and Ann Hand, three nieces, Bridget Taylor (Bill Taylor), Susan Hand, Catherine Hand, five great nieces and nephews and four great-great nieces and nephews. She loved her dogs and watching her beloved Texas Longhorns win. Hook 'em horns. Reflecting on the immense impact his sister had on her loved ones, Lloyd shared "All in our family have felt Bethlyn's love and loyalty and benefitted at times from her generosity. Her passing leaves a v oid in all our lives but she will forever live on in our hearts."
The memorial service will be arranged by Pierce Brothers Westwood Village Mortuary. In lieu of flowers, please consider making a donation to the Motion Picture and Television Fund ot the Alzheimer's Association.
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