“Can you just give me one of your leftover sharks?”
It was early in Jay Stein’s tenacious pursuit to turn a throwaway business into a sweet spot for Universal Studios, then owned by Lew Wasserman’s powerhouse entertainment firm MCA.
In 1975, Steven Spielberg’s “Jaws” was a cultural sensation and Stein wanted to capitalize on the movie’s success. He asked his colleagues in film production for props so his crews could re-create the fictional Amity Island coastline in the studio’s hilly back lot miles from downtown L.A.
“He convinced them: ‘Can you just give me one of the leftover sharks and I’ll put it on the studio tour, and we’ll get some promotion out of that,’ ” author Sam Gennawey told The Times, recalling Stein’s brilliance and his pioneering use of intellectual property.
Stein died Nov. 5 at his home in Bend, Ore., according to his wife, Connie Stein. He was 88 and had been suffering from complications related to Parkinson’s disease and prostate cancer.
“He left a big hole — but he also left a wonderful legacy,” she said in an interview Sunday. “Not a lot of people have the opportunity to leave a legacy that touches generations. But he’s still making people smile every day.”
The tram tour’s shark attack, which terrified tourists when it debuted in 1976, has long been a staple. It was among Stein’s many theme park enhancements during his more than 30 years as a top MCA executive, which included Universal’s push into Florida to compete with Walt Disney Co.
The “Jaws” attraction helped cement Universal’s decades-long relationship with Spielberg, a span that would include such films as “E.T. the Extra-Terrestrial,” “Jurassic Park,” “Schindler’s List” and “The Fabelmans.” It also spawned other movie-themed attractions that included a “Waterworld” live show and a “King Kong” ride.
Stein insisted that the ape would spew “banana breath,” his wife said.
Within Universal, such jolts and flourishes became known as “JayBangs,” which Gennawey used as the title for his 2016 book about Stein’s contributions to the industry, “JayBangs: How Jay Stein, MCA, & Universal Invented the Modern Theme Park and Beat Disney at Its Own Game.”
“Jay wanted to put you in the movie,” Gennawey said. “He wanted to grab you by the collar and shake you a bit.”
Stein was born in New York City on June 17, 1937, to Samuel and Sylvia “Sunny” (Goldstein) Stein.
His father was a watch salesman who moved the family to Los Angeles when Stein was young. As a teenager, he occasionally skipped school to go to Hollywood Park Racetrack to bet on horses. He had finagled some blank report cards and used them to bring home self-inserted high marks.
But the scam was revealed when the family briefly moved back to New York and Stein was nearing the end of high school. His parents were summoned for a conference, where they learned Stein lacked the credits to graduate. Summer school remedied that.
The family returned to L.A. Stein attended UC Berkeley, majoring in political science, but he left about a semester shy of graduating.
He served in the Army National Guard and, near the end of his service, in 1959, began working in MCA’s mailroom. Initially he wanted to get into film production, but by the mid-1960s, he was steered into the fledgling tour unit.
The company had launched the tram tour in 1964 to make a little money from its ample real estate. But some executives viewed the endeavor as tacky. Its prospects looked dim.
“It started out as two trams and a Quonset hut on Lankershim Boulevard,” Stein told The Times in a 2023 interview. “Quite frankly, the tram was considered something that interfered with television production.”
“I worked for the production office and was given the task of trying to coordinate how close we could come on the backlot without interfering. Everyone I worked for said it was an annoyance and disruptive and will not ever be welcomed.”
Stein was able “to convince others of the benefits of having the studio tour,” Gennawey said. “That’s what saved it.”
Gennawey considers Stein a key pioneer of U.S. theme parks.
“He was remarkably competitive. He recognized that Disney had its thing — but Universal could create something different and complimentary, particularly in the early days,” Gennawey said.
Disneyland was, of course, a top draw.
“But if you are a Los Angeles resident and had relatives coming in town, you knew they [also] wanted to see Hollywood,” Gennawey said. “But Hollywood was kind of scary, so you took them to Universal Studios.”
Stein’s contributions have only recently been appreciated, according to Gennawey. That’s largely because Stein subscribed to Wasserman’s edict that the “stars were the stars,” and executives should blend into the background. Stein also retired early, leaving Universal by the mid-1990s, after Japanese electronics giant Matsushita bought MCA.
Stein worried that Universal’s new owner (and a string of subsequent buyers) would fail to recognize the value of the theme parks, Gennawey said, an observation that proved correct.
That changed in 2011 when Comcast acquired NBCUniversal and began investing heavily.
The company opened its $7-billion theme park, Universal Epic Universe, near Orlando, Fla., to raves earlier this year.
The theme park unit — which includes destinations in Los Angeles, Florida, Japan and China — has become one of the most reliable profit engines for NBCUniversal. Last year, Universal theme parks produced $8.6 billion in revenue.
“Jay was the visionary behind Universal’s expansion from the Studio Tour in Hollywood to the creation of our world-class theme park destination at Universal Orlando and beyond,” Mark Woodbury, chairman and chief executive of Universal Destinations & Experiences, said in a statement.
“He had tremendous creative instincts and defined our style of immersive storytelling, making us the brand that brings great movies to life for generations to come,” Woodbury said.
Stein is survived by his wife, son Gary Stein, daughter Darolyn Bellemeur, and their spouses, children and grandchildren, his brother Ira Stein, a nephew, cousins as well as Connie Stein’s children and grandchildren.
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