Cultural exchanges proved to be one of the many efficient ways of engaging in cultural and propaganda warfare for both the United States and the Soviet Union. This practice stemmed from well before the Cold War, during the Second World War. The Lacy-Zarubin Agreement aided in furthering cultural ties between two countries while pushing forth their agendas of spreading communism or democracy to emerging new countries by providing opportunities for cultural expansion. On top of musical and theatrical exchanges, both countries sent dancers, hosted sports competitions featuring their respective athletes, and allowed for the engagement of film and production companies.
Film The Lacy-Zarubin agreement set up film trades, exchanges, and co-productions between the American and Soviet film industries, marking growth in film diplomacy between the two states. It allowed Sovexportfilm, the Soviet Union's most prominent film export/import organization, to engage with and learn from American production companies in
Hollywood. Representatives from both parties had to engage in several rounds of negotiations to finalize specific details of the agreement pertaining to film, as the first section on film trade included vague diction such as "equality" and "mutually acceptable financial terms". To determine how these principles were to be implemented, a permanent committee of 2 representatives from each party was established. They met four times during their mandated year, twice in
Moscow and twice in Washington. The initial negotiations began on March 25, 1958, at the
Motion Pictures American Association (MPAA) headquarters in Washington D.C.
Eric Johnston, president of MPAA, led the U.S. delegation, along with MPAA vice-president Kenneth Clark and head of the
USIA film department Turner Shelton. Four people made up the Soviet delegation: deputy head of the Ministry of Culture Vladimir Surin, the vice-chief of the Ministry of Culture's foreign relations department Aleksandr Slavnov, director of Sovexportfilm Aleksandr Davydov and his aide Yevgenii Kachugin. The first round of negotiations resulted in little success for either party. When discussing the number of films that each country sold to the other, the Soviet delegation insisted on equality. At the same time, the U.S. side argued that this was not feasible as the American film industry produced 400 features each year while the Soviets produced at less than a quarter of that rate. Furthermore, the Soviets would not agree to return a share of sales to American studios, which led the U.S. delegation to raise their prices ($250,000 to $1 million) while offering no more than $20,000 for most Soviet films. The negotiations ended when Johnston proposed an 8:5 U.S. to Soviet film ratio on the final day, which the Soviet delegation firmly rejected. The second round of negotiations started about six months later, on September 16, 1958, when the delegation met in Moscow. For the Soviets, choosing American films was time-consuming as they had to be largely apolitical or compatible with the government's ideology while appealing to audiences. Almost two weeks on, the Soviet delegation had not yet selected the American films they wanted to purchase. Johnston feared that the negotiations would end without a deal again. To try to avoid leaving empty-handed, he requested a meeting with Khruschev, which took place on October 6. Three days later, a deal was finally agreed upon. The Soviets proposed the U.S. to Soviet film ratio of 10:7, and both parties were to pay approximately $60,000 for the other's feature films. For the U.S., significant investment was needed to promote Soviet films, but for the Soviets, American films cost little to advertise as their popularity in the box office was assured. In the United States, The 1960-61 version of the Lacy-Zarubin agreement left the studios to directly engage in most of the negotiations rather than through the State Department.
Dance The performing arts exchange was conducted through the American commercial impresarios, such as the Legendary
Sol Hurok and
Columbia Artists Management.
The Moiseyev Dance Company The Moiseyev Dance Company, formally known as the State Academic Ensemble of Folk Dances of the Peoples of the USSR, first visited the United States in April 1958. Performing in large cities such as
New York,
Chicago,
Los Angeles,
Washington,
Boston and
Philadelphia, the dancers represented the Soviet Union to Americans who had never been exposed to Soviet culture, evoking both positive and negative responses from over forty million people in North America. Despite the ongoing efforts of Senator
Joseph McCarthy in what is known as
McCarthyism and the
House Un-American Activities Committee to strictly distinguish American values from Communist identity, the Dance Company became a nationwide sensation, resulting in mail orders of over $180,000 before the box office opened a few weeks before the first show. The Soviet government meticulously chose the Moiseyev Dance Company to represent the face of the regime through the Lacy-Zarubin Agreement. It aimed to paint a positive image of the Soviet Union as a uniform yet multicultural state. It thus was captured in the Dance Company's incorporation of dances from
Ukraine,
Azerbaijan,
Kazakhstan,
Mongolia,
Poland,
Hungary and others.
Music Both the United States and the Soviet Union sent several musicians to either country to spread the cultural significance of each respective country. The United States’
Philadelphia Symphony Orchestra made its way to the Soviet Union in May 1959, while individual Soviet artists Gilels, Kogan, Petrov, Lisitsian, Dolukhanova, Bezrodni and Ashkenazi visited the United States the same year.
Jazz In particular, the United States consciously sent many jazz musicians on tours throughout the Soviet Union after the Agreement came into place. The State Department sold tickets to overseas performances, provided material recordings for radio stations to broadcast, and spread information about jazz stories to newspapers worldwide. As was the case with the Moiseyev Dance Company, this was done carefully calculated by the United States government in its efforts to push forward the trope of the country as multicultural, friendly and anti-racist.
Exhibitions The fourth and final form of cultural exchange between the Soviet Union and America was holding exhibitions. This was known as a "reverse tourism" form that brought foreign experiences, images, and products to the population. One of the most famous exhibitions was in New York and Moscow in 1959. The Americans set up a
six-week exhibition about consumer goods in
Sokolniki Park. This stimulated admiration and curiosity amongst the public and sparked the well-known "
Kitchen Debate" between
Khrushchev and
Nixon. The
Central Committee of the Communist Party of the Soviet Union (CPSU) charged Zhukov's GKKS with preventing the exhibition's use by the United States "for anti-Soviet propaganda.” == Technical exchange ==