Celebrity publicist Bobby Zarem worked with a host of Hollywood stars throughout his career, including Arnold Schwarzenegger, Jack Nicholson, Cher and Diana Ross
Publicist to the stars Bobby Zarem has died at the age of 84.
The celebrity publicist died at his home in Georgia, US, from complications of lung cancer, according to the NY Times.
He was also known for his role in the I Love New York tourism campaign.
Bobby is credited with helping to turn movies such as Pumping Iron, Saturday Night Fever, Scarface, Rambo and Dances with Wolves into massive hits on the big screen.
He was honoured at the Savannah Film Festival in 2010 with a lifetime achievement award. The audience at the time was awash with fans wearing hats that said, “I <3 BZ”.
Patrick McMullan via Getty Images)
The publicist made several cameo appearances on the screen throughout his career.
He featured on hit TV shows such as Law & Order, which he was also credited on films including Kettle of Fish and Sweet Liberty.
He was even said to be the real-life inspiration for the press agent played by Al Pacino in the movie titled People I know.
Famous faces and fans took to social media on Sunday night to share their condolences following the news.
There were also messages from those who had worked under him in their careers.
Peter Himler wrote: “Sad to see. As irascible as he was, I cut my teeth over three years under his tutelage (as did many other notable #PR pros)”
He followed it up by saying: “Uber publicist Bobby Zarem (my first boss) spent the latter part of his career trying to cement credit for creating the “I Love New York” campaign. He would have loved this headline: ‘I Love New York’ Campaign Mastermind Bobby Zarem Dies at 84. RIP Bobby”
Miles Teller simply commented: “RIP Bobby Zarem.”
And James Kicklighter penned: “My friend Bobby Zarem left this earth today. You’ll always be with me, Bobby. I love you.
“No person on this earth worked a phone better than Bobby Zarem.
“Bobby Zarem always left the best voicemails,” before leaving a recording from the publicist.
He concluded: “Rest easy, my friend.”