MUMBAI: Buena Vista Distribution former president and one of the most respected and innovative executives in the area of motion picture distribution Irving Ludwig, passed away at his home in Santa Monica, California from natural causes on 26 November. He was 95 years old.
During his 40-year association with Disney and its distribution arm, Buena Vista, he was an integral force in shaping the structure, policies, and operations for all aspects of releasing Disney movies into the marketplace. He once summed up his success: “Don’t underestimate the public. They are so smart.”
Commenting on Ludwig’s passing, The Walt Disney Studios chairman Dick Cook said, “Irving was a giant in our industry and an inspirational figure for all of us who had the honor of working with him. He had tremendous integrity, passion and commitment to the films he was distributing, and he encouraged his team to be creative and innovative in every way. Irving was a keen businessman, a great showman, and a major force in shaping our industry. He was also a great friend and mentor, and he helped to train many of today’s top executives. I am deeply indebted to him and will miss his wisdom and guidance very much.”
Born in Lutck, Russia on 3 November, 1910, Ludwig immigrated to the US with his family in 1920. He was raised in Brooklyn, and went on to study advertising and marketing at New York University. He entered the entertainment industry in 1929 as a part-time usher at New York’s Rivoli Theatre, where he quickly advanced to house manager. He held that position until 1938, under both the Paramount-Publix and United Artists theatre circuits.
In 1940, Ludwig opened and operated the Greenwich Village Art Theatre, an independent exhibitor that was the first new movie house built in the US for the express purpose of screening foreign films.
Later that year, he joined Walt Disney Productions, to manage the roadshow engagements of the landmark animated film, Fantasia.Ludwig recalled, “It was hard to get theatres to play Fantasia because most were controlled by chains. We wanted the film to be an event, and we even purchased old legitimate theatres to present it in. Several didn’t even have projection booths. It was quite a challenge.”
When Buena Vista was formed in 1953, Ludwig was an integral force on the formulating committee that gave the company its structure and launched it into active operation. As the first vice president and domestic sales manager, he significantly contributed to shaping the company’s policies and success. He became president of Buena Vista in 1959 and held that post until his retirement in October, 1980.
With the 1964 launch of Walt Disney’s masterpiece, Mary Poppins, Ludwig had one of his most satisfying box office triumphs. He recalled, “We realised that we had a wonderful, magical film, and knew the audiences would love it. And they did, to the tune of $45 million worldwide.”
He successfully guided the release of Disney blockbusters such as The Shaggy Dog, Mary Poppins, 101 Dalmatians, The Parent Trap, The Absent Minded Professor, The Jungle Book, The Love Bug, among others.
In 1993, he received the “Disney Legends Award” in a ceremony at the Studio in Burbank. He was similarly honored in 1998 by the National Fantasy Fan Club.
Roy E Disney, director emeritus and consultant for The Walt Disney Company, added, “Irving has been an important part of the Disney Studio family ever since I can remember. He first caught the attention of Walt and my dad with his incredible efforts in launching the original Fantasia in 1940 during its groundbreaking ‘Fantasound’ roadshow engagement. He went on to help create the Studio’s own distribution company, Buena Vista, and to shape all of its exhibition policies. Irving was key to the successful release of many Disney films, and his work on such films as Fantasia and Mary Poppins is still worth studying and learning from. He was a caring and dynamic man who was passionately devoted to the Studio and quality family entertainment. His work here at Disney is legendary and he continues to inspire us today.”
Ludwig is survived by two daughters; Arlene Ludwig, a veteran motion picture publicist for Buena Vista Pictures Marketing, and Jackie Ludwig Bragg and her husband, Larry Bragg.
