Melvin (Mel) Asch, retired film publicity executive who worked with studios such as 20th Century Fox, Warner Bros., Universal and MGM in New York and Hollywood, died Sunday, Jan. 5, at his Santa Monica home after a brief illness.
He was 77. He was born in Brooklyn, New York, on Dec. 2, 1925, as the son of Charles and Helen Asch. Mel was the great nephew of writer Sholem Asch, who inspired him to seek knowledge and an understanding of society through language and history.
He enlisted in the Army Air Force in July 1943 at 17 years old and was trained as a radio operator/gunner. The war ended before he could use his skills. After WWII, he pursued his education at the University of Illinois, Champagne (B.A. in journalism) and the University of Minnesota (masters in political science).
After completing college, Mel went to work as a staff reporter at various newspapers on the East Coast and Midwest. He met and married Doris Marcil. After extensively traveling through Europe, Mel and Doris settled in Indianapolis, Ind., where Mel worked for the Indianapolis Times. Mel and Doris moved to Spain and spent a year exploring their interests. Moving back to the U.S. in 1961, Mel settled back in his hometown of New York City and transitioned from the newspaper business to entertainment and film publicity. Mel moved his family to California in 1977 and made Santa Monica his home.
Mel held various executive positions in the publicity departments of 20th Century- Fox, MGM and Universal; and was assistant studio publicity director at Warner Bros. He made friends with Frank Sinatra while serving as his publicist on the Fox movie “Tony Rome” in 1967. Mr. Sinatra insisted to the Fox studio bosses that Mel be assigned to any and all pictures the singer/actor made for the studio. The studio granted Mr. Sinatra his request and Mel went to work on Fox’s “Tony Rome” sequel, “Lady In Cement.”
Other films Mel helped create, market and publicize include “10,” “The French Connection,” “The Pink Panther,” “11 Harrowhouse,” “Planet of the Apes” (with Charlton Heston) and “The Valley of the Dolls,” among others.
Mel later served as director of public relations for The Lorsch Group and the Greater Los Angeles Chapter of the National Safety Council before retiring in 1991.
Mel dedicated himself to his family, his job and to the pursuit of the truth. He had a thirst for knowledge and learned something new every day. He loved being in the company of young people; he never considered himself “old.” He was happiest when he could share an intelligent conversation with a friend or relative over coffee or a game of pool.
Mel is survived by his daughter, Lauralee; his son, David, and his son-in-law, Russell Morris.
Mel will be remembered as a giving, caring, loyal, intelligent and gentle man whose bark was bigger than his bite. Those who weren’t intimidated by him made a friend for life and benefited from knowing him.
His favorite quotes were “the truth will set you free” and “discovery consists of seeing what everybody has seen and thinking what nobody has thought.”
Memorial services will be private.
Originally published in the Santa Monica Daily Press print edition on January 17, 2003. Read the original PDF.