Bruce Ramer, Attorney Who Gave the ‘Jaws’ Shark Its Name, on Navigating Hollywood as Film Turns 50 

 “The name ‘Bruce’ originates from the name given to the original animatronics by Steven Spielberg depicted in the film ‘Jaws,’ released by Universal in 1975. The shark was originally called ‘Bruce’ by film crew members in reference to Steven Spielberg’s lawyer, Bruce Ramer, and knowledgeable fin fans tend to prefer using this as an official moniker.” — “Jaws” Wiki 

Get ready to get back into the water this summer, as endless celebrations/remembrances/assessments will mark the golden anniversary of the June 20, 1975, release of Steven Spielberg’s blockbuster actioner, “Jaws,” one of the most impactful American films ever released. 

For veteran Hollywood business figures and observers of same, it’s comforting to note that the real “Bruce,” as in the legendary entertainment attorney Bruce Ramer, lives and thrives in resplendent health and vitality, even if the titular rubber sea creature from the Universal release sits tattered and torn in the Academy Museum of Motion Pictures. 

Chatting with Ramer about the changes he’s seen in Hollywood 50 years after his client, Spielberg, made film history, it’s clear that his survival and continuing relevance and respect aren’t about animal instincts, but perhaps their opposite.  

“There’s more disruption now than any time I can remember,” observes Ramer, but there’s no hint of panic or distress. “Disruption,” he calmly notes, means “another day.” 

Try to imagine going toe-to-toe for your legal clients with the biggest, most powerful studio chiefs, agency lords and moguls over the past half-century and you probably picture lots of screaming, gnashing of teeth and blood in the water, so to speak. 

But that’s definitely not Bruce. 

When asked about the rise of super agents and growing power of firms like CAA back in the ’80s, Ramer turns the assumptions back on the interrogator. 

“I never saw the rise of agencies as disruptive, because when the agencies are working well, there were real benefits for my clients,” recalls Ramer. 

Ramer’s recollections aren’t chock full of red meat — no tales of hard-fought victories, though an action-packed book from his decades of legal wrangling on behalf of the A-listers would be a page-turner. 

Today, reflecting on what has sustained his zest for entertainment, it’s way more about foundational ethics than sensational scalps on poles. 

When asked for an example of a quality entertainment law peer, whether a legal foe or valued associate, Ramer presents a name to make his case. 

“I hold Ken Ziffren in the highest regard as a friend and as a lawyer,” he says. “We’ve worked on the same side, and we’ve been on opposite sides of deals. He’s always been honorable, trustworthy and he’s good at what he does. And he’s not alone. I can’t name all the attorneys I know who do things for their communities, whether it’s for nonprofit boards or active roles in charities, so many of them, like Ken, do give back.” 

With his powerful base of clients and storied career, Ramer might have, at some point over the past 50 years, taken an even more lucrative position as one of the town’s top production executives.  

Ramer insists: “I have never desired to move to the other side of the table,” and if that was ever the case, his view of today’s disrupted industry makes his disinterest final. 

“It’s much harder to run a studio today than it was 40 years ago,” he says. “It’s more complicated and the demands are higher and tougher. The guts of the business have not changed, but the circumstances around them are much more difficult.”