PR exec Mort Segal dies at 76

Publicist worked on 'Arabia,' 'Zhivago' campaigns

Longtime PR exec Mort Segal died Jan. 11 of heart failure in Pasadena, Calif. He was 76.

Segal started in the publicity business as unit publicist on pics including “Breakfast at Tiffany’s” and “Dr. Zhivago” and served as director of of worldwide advertising, publicity and promotion at MGM.

He co-founded publicity firm ICPR in 1974, which repped numerous clients including Carol Burnett and the American Film Marketing Association.

After ICPR, he became vice chairman of Dennis Davidson Associates, where he continued working with AFMA and with other corporate clients.

Raised in the Bronx, Segal attended Kenyon College in Ohio. He served in the Korean War and and after attending Columbia U., co-produced the play “Mark Twain Tonight” off-Broadway. He then co-produced “The Deadly Game” and “Once There Was a Russian,” which played on Broadway, starring Walter Matthau and Julie Newmar.

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He moved into publicity at Paramount, working on films including “Hatari” and “What a Way to Go.” In 1964, he moved to Fox where he organized international junkets for pics such as “The Agony and the Ecstasy,” “The Sound of Music” and “Those Magnificent Men and Their Flying Machines.” After moving to MGM, he worked on campaigns for films including “2001: A Space Odyssey” and “Ryan’s Daughter.”

Segal was a fixture for many years at the American Film Market and the Cannes Film Festival, working with an array of international film sales companies.

He is survived by two sons: Peter, a director and Matt, an editor at Los Angeles Magazine; two daughters: Karen, a writer/director/editor; and Erica; and eight grandchildren.