Ray Price, a highly regarded innovator in the indie film industry, passed away at the age of 75. Price, who had an extensive career and held positions at American Zoetrope, First Look Pictures, Landmark Theatres, and Trimark Pictures, died on Sunday at Whittier Hospital Medical Center after a long battle with cancer.
Throughout his career, Price was known for his vast knowledge of film, his mentorship of executives, and his unconventional approaches to marketing and distribution. He was a champion of many filmmakers, including Carl Franklin, Allison Anders, Tran Anh Hung, Gurinder Chadha, and John Sayles.
Eamonn Bowles, co-CEO of Magnolia Pictures, described Price as “a defiantly singular individual” and praised his rebellious spirit. From his early days as a theater chain owner to his roles as a distributor and production executive, Price always sought out unique and novel approaches to his work.
Price’s film career began in 1972 when he managed The Rialto, a theater in Berkeley, California. He later co-founded the Bay Area chain Renaissance Theaters, where he redesigned marketing materials and programmed films from new American directors. He also relaunched and distributed several notable films, including “The Duellists,” “The Great Santini,” “Melvin and Howard,” “Blow Out,” and “The Big Picture.”
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In 1988, Price moved to Los Angeles, where he played a significant role in the establishment of distribution companies such as IRS Media, First Look, and the theatrical arm of Trimark. During this period, he distributed and marketed films like “Gas Food Lodging,” “One False Move,” “The Secret of Roan Inish,” and “The Scent of Green Papaya.”
Price had a knack for finding success with films that others had overlooked. For example, when most distributors passed on “The Secret of Roan Inish” because they couldn’t market it to kids, Price devised a strategy to market it as “Irish Magical Realism” to adults. His innovative marketing approach proved successful, and the film attracted both critical acclaim and a dedicated audience.
Price was also known for his commitment to diversity, distributing many features from women and people of color. He constantly sought out fresh and unexpected content, and his dedication to showcasing underrepresented voices in film was evident throughout his career.
In addition to his work in distribution and marketing, Price was a pioneer in the digital realm. In 1995, he arranged to stream the film “Party Girl” on the internet in black and white at a reduced frame rate, marking one of the first instances of online film streaming.
In 1999, Price joined Francis Ford Coppola’s American Zoetrope, where he oversaw worldwide sales and marketing for films such as “The Virgin Suicides” and the “Jeepers Creepers” franchise. He also collaborated with Bert Manzari to help revive Landmark Theatres and published the chain’s free indie film magazine, FLM, to generate awareness for films showing at their theaters.
Price continued his innovative work in the internet realm in 2007, when he streamed two Wayne Wang films online to complement their theatrical distribution. He also successfully promoted the film “The Princess of Nebraska” for free online, which helped generate buzz for its companion film, “A Thousand Years of Good Prayers.”
In his later years, Price joined 2929 Entertainment as Senior VP of Marketing and Distribution, where he worked on films like “Turistas.” His deep knowledge and love of movies made him a valuable asset to the company.
At the time of his passing, Price was working on promoting the documentary “Sansón and Me,” which tells the story of a young undocumented immigrant facing the death penalty. The film is set to be simulcast in prisons and will also receive a theatrical release and air on PBS this fall.
Price’s death is a significant loss for the indie film community. His innovative approaches to marketing and distribution, his commitment to diversity, and his love of cinema made him a beloved figure in the industry. He will be remembered for his passion, his mentorship, and his contributions to independent film.
