Larry Auerbach, the powerful former William Morris agent who moved on to a second career helping USC students break into the entertainment industry, died peacefully this morning, November 23. He was 95 years old.
Auerbach, a Brooklyn native, spent 47 years at WMA where he began working part-time in the New York mailroom while still in high school. He began his career as an agent booking a small theater and nightclub before launching the agency's rock division. He ran WMA's New York motion picture division and then moved to Los Angeles in 1975 to head the agency's television division.
Known as “The Man with the Golden Rolodex,” Auerbach booked Elvis Presley for his first television performance and also worked with Sam Cooke, Aretha Franklin and Sammy Davis Jr. early in his career.
He went on to represent Alan Alda in his heyday mashBeatrice Arthur, Agnes Nixon and prolific television producer Aaron Spelling. Auerbach also packaged and sold the hit 1984 sitcom The Cosby Showwhich helped put Carsey-Werner's independent studio on the map.
“Larry Auerbach was that rare agent who was there for you twenty-four hours a day – supporting not only his client, but mine as well,” Tom Werner said. “He was kind, moral and intelligent.”
Leaving his role as agent and executive vice president at WMA in 1992, Auerbach considered going into production but was approached about joining USC's School of Cinematic Arts. He became Executive Director and Associate Dean for Student Industry Relations, serving as a bridge between students and the film and television industry.
He retired in early 2018 at the age of 89 after only holding two jobs in his entire life, 47 years at WMA and 25 years at USC.
Auerbach is survived by his sons, David, Bruce, and Stephen, and was preceded in death by his wife, Carol, who died in 2010 at the age of 56.
He lived. He loved. He laughed. mutter. Admittedly, he played some bad golf. He made deals. He made friends. He guided him. He left a mark on many people's lives. “We hope to remember him fondly,” David Auerbach wrote in an email to family and friends announcing Larry’s death.
A memorial service will be announced in the coming weeks.
