A NICE GUY FINISHES 1ST--LEO JAFFE GETS USIA AWARD

Rarely are the studio executives working in corporately controlled New Hollywood described as “nice,” “humble” or possessing “integrity.” (Some might even consider it an insult.)

However, some 300 power-hitters from new and old Hollywood, members of Variety Clubs International charity and officials of the United States Information Agency, gathered Friday noon at the Beverly Hills Hotel to honor a man that many there described as one of the last nice, honest and humble moguls--Columbia Pictures’ Chairman Emeritus Leo Jaffe.

Jaffe, whose tenure with Columbia spans 56 years, was given the USIA’s Motion Picture Award--a first for the agency--for his efforts in building a library of feature films, television programs and documentaries for the agency to send abroad.

Charles Wick, USIA director and long-time friend of President Reagan, presented the award to Jaffe, describing his “superior efforts” as “the embodiment” of President Reagan’s ongoing campaign for private sector voluntarism in government.

Jaffe agreed to head the agency’s Motion Picture and Television Committee in 1983 and, with persistent phone calls and help from friends, has amassed donations from studios, television networks and producers amounting to more than 450 hours of programming (which normally would cost $2.5 million) for use by American embassies.

The USIA library includes collections of films of Charlie Chaplin and Harold Lloyd, television movies such as “The Day After” and the “George Washington” mini-series, numerous American Film Institute and Variety Club International tributes to various celebrities, weekly news highlights from ABC network news and special fine arts productions, such as “La Traviata,” performed by a cast featuring Beverly Sills.

“My ego has been stretched to the breaking point,” the soft-spoken Jaffe told the crowd, after receiving a standing ovation.

His stellar reputation among Hollywood’s heavies resulted in a turnout that seemingly left much of the industry on auto-pilot that afternoon. Large contingents from the American Film Institute, the William Morris talent agency and various movie studios attended, including MCA/Universal chairman Lew Wasserman (the luncheon’s honorary chairman) and former 20th Century-Fox owner Marvin Davis. Other notables: producer Ray Stark, ebullient over the success of his latest venture, “Peggy Sue Got Married”; former ABC president Elton H. Rule; and movie exhibitors Ted Mann and Bruce Corwin.

Jaffe noted that his government service began with a call from a USIA official asking him to work one or two hours a week (which became two or three hours a day) for no salary and no reimbursement for travel.

“It was a financial opportunity I couldn’t pass up,” he said deadpanned, adding, “My salary actually was $1 a year, which I have never been paid. When I asked that my salary be doubled, (Wick) told me there was no provision for such an expenditure in the budget.”

Jaffe grew particularly emotional over a tribute paid him by his son, Stanley, former Columbia executive-turned-producer (“Racing with the Moon”). As the rest of the family watched, Stanley recalled a precious piece of fatherly advice which underscored other speakers’ descriptions of Jaffe’s inherent integrity:

“He told me ‘If your handshake (on an agreement) is no good; you’re no good.” Jaffe also recalled that his father never sought to place public blame for a bad movie: “If he was disappointed in the cost or the quality, he kept it to himself.”

While Jaffe worked at the studio, Columbia turned out such classics as “On the Waterfront,” “Lawrence of Arabia” and “Guess Who’s Coming To Dinner.”

In an interview before the luncheon, Jaffe said of his USIA committee, “Our purpose is to help improve the image of America abroad with film. Many speakers who are sent overseas have made comments that are either distorted in the press or misunderstood by foreign audiences; with film you have a degree of control--you know what you’re working with.”