Walter Seltzer, a Hollywood press agent turned producer, died at the Motion Picture and Television Fund's retirement home, according to The Hollywood Reporter. He was 96.

Born in Philadelphia, Seltzer moved to Hollywood in 1935, where he got a job with Fox West Coast Theatres. He quickly moved into publicity at MGM, working on films starring Joan Crawford, Greta Garbo and Clark Gable.

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In 1955, Seltzer helped Burt Lancaster's production company make history by being the first to spend more on an Oscar campaign than the film — for Marty. The movie received four Academy Awards, including best picture.

In the '60s, Seltzer moved into production. Along with his partner George Glass, he became executive producer of Marlon Brando's production company. In 1962, he started his own company and made 31 films, including Charleton Heston's Soylent Green (1973).

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Seltzer helped raise $60 million for the Motion Picture and Television Fund, which cares for aging industry employees at its retirement home in Woodland Hills, Calif. He was awarded its Silver Medallion for humanitarian achievement in 1986.

Seltzer, who died Friday of age-related illness, had no immediate survivors.