Hollywood’s most powerful and elusive talent agent, Michael Ovitz, has hired a prominent New York public relations firm, Howard J. Rubenstein Associates Inc., to field press inquiries about the company he runs, Creative Artists Agency.
But don’t watch for publicity-shy Ovitz to appear on the cover of Time or Newsweek--yet.
“The relationship won’t be in the traditional way of seeking publicity for CAA,” explained Rubenstein, whose own client list includes names like Donald Trump and Rupert Murdoch.
In the past, CAA has had a strict policy against any contact with the press. Some agents have said they could be fired for talking to reporters. While that policy has created an aura of mystery and intrigue around CAA, Rubenstein said it also fostered inaccurate press reports about its activities.
“Not speaking to the media at all creates problems that they don’t need,” Rubenstein said. Now, the publicist vows, reporters’ calls will be returned.
--NINA J. EASTON