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02.01.2024 - 18:20 / deadline.com
Herman (Hy) Levine, who had a nearly 50-year career in the film industry and worked with Lew Wasserman, Jeffrey Katzenberg, Dick Cook, and many other prominent executives, has died at 87.
Levine died Dec. 27 in Rockville, MD, following a short battle with pancreatic cancer, according to his son, Stuart Levine, who is the VP editorial and media relations at NBCUniversal Television and Streaming.
Levine was at Disney from 1986-1998 and rose to VP of co-op advertising at the time when the studio was accelerating its film output after a particularly fallow period. In his position, Levine was responsible for the print and outdoor advertising for all the Disney features, which also fell under the Touchstone and Hollywood Pictures banner.
Among the many films where Levine played a vital role in their success were The Lion King, Aladdin, The Little Mermaid, Who Framed Roger Rabbit?, Down and Out in Beverly Hills and Beaches.
With a set budget to spend for each film, Levine would determine the size and scope of the ad campaigns in such major publications as the Los Angeles Times and New York Times, as well as hundreds of local papers and national magazines. At a time when newspapers were the main source of awareness for a film opening, the breadth of the ad campaign played a major factor whether a film would resonate with audiences during its first weekend in theaters.
Levine was hired at Disney by former marketing chief Bob Levin, but also had close working relationships with toppers Cook and Katzenberg over his years at the studio.
Prior to his time at Disney, Levine spent two decades at Universal, starting in 1967 in the road show division working on the Julie Andrews film Thoroughly Modern Mille and Shirley MacLaine’s Sw
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