A mailroom clerk who started at Universal Studios in 1959 transformed a modest tram tour into an $8.6 billion theme park empire that rivaled Disney’s dominance in family entertainment.

Story Overview

• Jay Stein died at 88 on November 5, 2025, leaving behind a revolutionary theme park legacy
• He transformed Universal’s struggling studio tour into the “Ride the Movies” experience with iconic attractions like Jaws
• His vision created Universal Studios Florida and established the blueprint for movie-based theme parks worldwide
• Starting in the mailroom, he rose to president and pioneered immersive storytelling that generations still enjoy today

From Mailroom to Movie Magic

Jay Stein’s journey began in the most humble way possible. Fresh out of New York in 1959, he joined Universal Studios in the mailroom when the company was still known as MCA. The studio tour at that time consisted of just two trams operating from a Quonset hut on Lankershim Boulevard. Most executives viewed the tour as an annoyance that disrupted television production schedules.

By 1967, Stein had climbed the ranks to become President of Universal Studios Hollywood. His vision extended far beyond simple studio visits. He saw potential in creating attractions that would make visitors feel like they were stepping inside their favorite movies. This wasn’t just tourism – it was immersive storytelling that would redefine the entertainment industry.

The Jaws Revolution and JayBangs Innovation

Stein’s masterstroke came in 1976 when he secured the leftover mechanical shark from Steven Spielberg’s blockbuster film “Jaws.” Rather than letting the prop gather dust, he recreated Amity Island as part of the studio tour. The shark’s surprise attacks on tram passengers became legendary, spawning what industry insiders called “JayBangs” – unexpected special effects designed to startle and delight guests.

These weren’t random jump scares. Stein demanded perfection in every detail, including insisting that the King Kong attraction feature “banana breath” to enhance its realism. His relentless pursuit of authenticity and surprise set Universal apart from competitors who relied on traditional carnival-style rides. Each attraction told a story, making guests active participants rather than passive observers.

Building an Empire Beyond Hollywood

The success of the Hollywood tour gave Stein leverage to pursue his most ambitious project: Universal Studios Florida. Opening in 1990 under his direction as President of MCA Recreation Services, the Florida park established Universal as Disney’s first serious competitor in the theme park industry. The “Ride the Movies” concept became Universal’s calling card, attracting millions of visitors annually.

Stein’s partnerships with filmmakers like Steven Spielberg proved crucial to Universal’s expansion. Beyond Jaws, he developed attractions based on E.T. and later on Jurassic Park, creating a sustainable model in which movie success directly translated into theme park revenue. This symbiotic relationship between film studios and theme parks became the industry standard, but Stein pioneered it decades before others recognized its potential.

Legacy of Innovation and Family Values

Despite his industry achievements, Stein maintained a low profile consistent with MCA’s “the stars are the stars” philosophy under Lew Wasserman. His contributions weren’t widely recognized until Sam Gennawey’s 2016 book “JayBangs” documented how Stein and MCA “invented the modern theme park and beat Disney” at their own game through superior movie-based immersion.

When Stein retired in the mid-1990s, theme parks were undervalued following MCA’s sale to Matsushita. His warnings about this undervaluation proved prescient when Comcast acquired NBCUniversal in 2011 and invested heavily in park expansion. Today’s Universal empire, including the recently opened Epic Universe, validates every prediction Stein made about themed entertainment’s future potential and profitability.

Sources:

Jay Stein, mastermind of the Universal Studios tram tour, dies at 88 – Los Angeles Times.

Former Universal Executive Jay Stein Passes Away at Age 87 – Inside Universal

Jay S. Stein Obituary – Santa Barbara Independent

Honoring Jay Stein: The Legacy Behind UniversalStudios’s Success – Where in the Park