They want to show that it is not like the Paper Chase.

The Harvard Crimson reports.

For Campaign Launch, Law School Looks To Rebrand Itself

When Harvard Law School publicly launches its capital campaign on Friday, kicking off an effort that aims to raise several hundred million dollars, it will continue a years-long attempt to rebrand itself.

Instead of evoking the halcyon days of the donors’ student experiences as a way to entice them to open their wallets, according to Steven Oliveira, dean of development and alumni relations, the Law School will share another message: The school is very different now.

For Oliveira, the fundraising drive is a chance to show alumni that the perceived hyper-competitive and intense environment immortalized in the Oscar-winning film “The Paper Chase” has since developed into a more open, “collegial” student experience.

“This is an institution that for most of its history was not a student-centric institution,” Oliveira said, later referencing “The Paper Chase.” Over the course of the last decade and between changes like a curriculum overhaul and the construction of a student center, going to Harvard Law School has become a much more student-friendly experience, Oliveira said.