Wilson Chapman editorSeth Willenson, the influential marketing executive and producer of films and home video, died March 18 in Los Angeles, a rep confirmed to Variety.
According to their statement, Willenson died from heart disease. He was 74.Willenson began his career in 1970, as an early hire at the then-young New Line Cinema.
He was responsible for one of the company’s earliest successes, by promoting the 1936 anti-cannabis propaganda film “Reefer Madness” as a “midnight movie” to college campuses.
As a result of his work, the film became a cult classic, and he would later be responsible for the marketing of other “midnight movies” that New Line distributed, including “Pink Flamingos,” “Sympathy for the Devil” and “The Rocky Horror Picture Show.” After leaving the company in 1973, he would return over 20 years later to become the president of telecommunications and planning in 1988.
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