Hollywood reaching into school classrooms to preach anti-piracy

The Motion Picture Association of America paid $ 100,000 to deliver its anti-piracy message to 900,000 students nationwide in grades 5-9 over the next two years, according to Junior Achievement Inc., which is implementing the program using volunteer teachers from the business sector.

Civil libertarians object that the movie industry is presenting a tainted version of a complex legal issue '” while the country's largest teachers' lobby is concerned about the incentives the program offers.

The effort doesn't stop in the classroom. Beginning Friday, public service announcements are being released to approximately 5,000 theaters nationwide, profiling people in the movie industry and arguing that digital piracy threatens their livelihoods.

Indeed, Jack Valenti, president of the MPAA, told Penn State University faculty and students this week that his industry is in "a state of crisis" over digital theft.

But some copyright law experts aren't pleased that the MPAA is the only sponsor for such classroom discussions. They worry that the lesson plans don't address "fair use" constitutional protections for digital copying for personal or educational use.

"This is really sounding like Soviet-style education. First they're indoctrinating the students and then having students indoctrinate their peers," said Wendy Seltzer, a lawyer for the Electronic Frontier Foundation. "The takeaway message has got to be more nuanced. Copyright is a complicated subject."

Melinda Anderson, a spokeswoman for the National Education Association, says it's unsettling when corporate presence in the classroom is tethered to sponsored incentive programs.

In this case, Junior Achievement is offering students DVD players, DVD movies, theater tickets and all-expenses-paid trips to Hollywood for winning essays about the illegalities of file-sharing. Teachers, too, can win prizes for effectively communicating the approved message in class.

"What it speaks to is kind of a new era in commercialism emerging in classrooms where the attempts to connect with students are becoming more and more sophisticated. Schools that are often strapped for cash are more tempted to partner with these organizations," Anderson said.

"Coming from school, these companies are getting a tacit endorsement for their product," Anderson said. "That's not a school's role '” to be the purveyors."