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Steinberg, retired exec for MCA, Par dies

78-year-old had helped develop U Studio tour

Retired industry exec Herb Steinberg, who helped develop the Universal Studios Tour and served as vice president of MCA recreation services, died Thursday at Encino-Tarzana Medical Center. He was 78.

Most recently, he was active on the Board of Trustees for the Motion Picture & Television Fund, on which he had served since 1987.

Born in New York City, Steinberg served a captain in the Army and later worked at various assignments at New York daily newspapers until he was employed as a press agent for a motion picture distributing company in 1947.

Later that year, he joined Paramount Pictures in New York and served as publicity manager and later national exploitation director.

He was assigned to Los Angeles in 1956 by Paramount to assume a position as studio publicity and advertising director.

In 1963 he joined MCA in the press department and was part of the original planning team for the now-famous studio tour program.

He is survived by wife Caroline, a daughter, two sons and three grandchildren.

There will be no services. In lieu of flowers contributions can be sent to the Motion Picture & Television Fund.

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