A Hollywood Mystery: The Unexplained 2010 Murder of Publicist to the Stars Ronni Chasen
In November 2010, acclaimed celebrity publicist Ronni Chasen was shot and killed in Beverly Hills while returning from a movie premiere. Though the case was officially closed, many questions remain
Background
For those outside the entertainment industry, Ronni Chasen may not have been a familiar name; however, within Hollywood circles, her name loomed large. Over the decades, Chasen had climbed the ranks of multiple prestigious agencies as an all-star publicist, successfully directing award-winning campaigns before building her own agency and representing some of Hollywood’s biggest names.
On November 15th, 2010, as Chasen returned from a movie premiere, she was shot and killed while driving on Sunset Boulevard. Police would later call it a “robbery gone wrong”, but many people close to the situation did not buy that explanation.
More than a decade and a half after her death, the questions remain: what actually happened to Ronni Chasen, and will we ever know the truth?
Early Life and Career
On October 17th, 1946, Veronica Cohen was born. At the time of her birth, Carolyn and Irving Cohen already had a ten-year-old son, Lawrence. The two children grew up in New York City, spending time in both the Bronx and Manhattan.
Not much is known about Veronica’s early life, other than a prominent winning streak in local yo-yo competitions promoted by a toy company. According to her brother, Veronica had always dreamed of becoming a publicist after being inspired by Roy Rogers and Dale Evans.
In Veronica’s early twenties, she began working as a publicist for her brother, who had gone on to become the writer, producer, and director now known as Larry Cohen. While still in New York, Veronica attempted to break into soap opera acting, which prompted her to adopt the stage name, Ronni Chasen. After succeeding as a publicist for her brother, Ronni headed west to Los Angeles, where she served as publicity director for American International Pictures.
Ronni’s career began to take off in Los Angeles, and she became the Executive Vice President of Motion Pictures with Rogers & Cowan, a position she would hold for ten years. In 1993, she became the Senior Vice President for Publicity at Metro-Goldwyn-Mayer.
So far in her career, Ronni had already orchestrated several successful campaigns, including the Oscar campaigns for Rocky and Driving Miss Daisy, the latter of which earned the Academy Award for Best Picture in 1990. However, Ronni’s greatest individual successes were yet to come.
Success Story
After holding prestigious positions with top agencies and numerous successful publicity campaigns, Ronni turned her focus to her own PR firm, Chasen & Company. In this role, she and her agency represented some of Hollywood’s top actors, directors, and composers, including Hans Zimmer, John Williams, and Michael Douglas. Her firm represented a wide range of clients and served as the publicist for some of the biggest names in the industry.
Under Ronni’s leadership, Chasen & Co. flourished. The agency ran PR and award campaigns tied to many famous films, including Alice in Wonderland, The Curious Case of Benjamin Button, He’s Just Not That Into You, The Wrestler, Sweeney Todd, Babel, Charlie and the Chocolate Factory, and many more. In 2000, Chasen & Co. was chosen to handle public relations for the 72nd Academy Awards, a prestigious honor for any PR firm.
During Ronni’s illustrious career in Hollywood, she contributed to over 150 Oscar nominations and campaigns. Many of these campaigns resulted in awards, and she earned a reputation as a “power publicist.”
Over the course of her career, Ronni also personally directed the Oscar campaigns for seven Best Picture winners, including Slumdog Millionaire, No Country for Old Men, The Lord of the Rings: The Return of the King, Chicago, and others. The success of Chasen & Co. was not limited to Academy Awards: the agency also helped their musically inclined clientele garner more than 65 Grammy nominations.
November 15, 2010
On November 15th, 2010, Ronni had attended the premiere of Burlesque at a hotel in Hollywood. She and her agency were directing an Oscar campaign for Cher, who was one of the film’s leads. Ronni left the premiere and was driving back to her flat in the Regency Wilshire building.
At approximately 12:30 a.m., she was driving down Sunset Boulevard in Beverly Hills when she stopped at a red light at the corner of Whittier Drive. As she waited at the light, shots were fired through her passenger side window.
Ronni was struck multiple times, including twice in the chest, once in the right arm, and another near her right shoulder. This final shot would prove to be fatal, as the bullet made its way to Ronni’s heart. Despite being gravely wounded, she kept control of the vehicle for approximately a quarter mile before crashing the car.
This area was known to be safe, and there hadn’t been a homicide there for five years. The sound of gunshots ringing out in the night alerted the local residents, who immediately called the police.
By the time first responders arrived on scene, it was too late. They extracted Ronni from the car, still clinging to life, and transported her to Cedars-Sinai hospital. Sadly, at just after 1:00 a.m. on November 16th, Ronni Chasen was pronounced dead.
Investigation
In the aftermath of Ronni Chasen’s death, those left behind struggled to make sense of it. Nobody could understand why someone would murder her on her way home from a premiere. Rumors began to circulate about potential gambling debts, shady art deals, and potentially fraudulent film financing.
Photos from the crime scene showed that Ronni’s shoes were still planted near the gas pedals, and her Prada purse was left undisturbed in the passenger seat. There were no bullet casings found at the scene, and a weapon was never located. Whoever had killed Ronni had done it quickly, quietly, and then slipped back into the night.
Eight months later, the Beverly Hills Police Department announced that it was closing the case. According to them, ex-convict Harold Smith had killed Ronni in a robbery attempt gone wrong. When they had attempted to question him two weeks after Ronni’s death, he took his own life. For many, this explanation was unsatisfactory.
If it were a robbery attempt, why was Ronni’s purse left sitting there? Why had the killer not snatched her keys and emptied her apartment of the countless pieces of priceless art and fine clothing? With a rumored net worth of over $6 million, if this were a robbery attempt, why had absolutely nothing been taken? The pieces simply were not adding up.
Theories and Potential Motives
When looking at the possibility that Harold Smith was the shooter, there is a potential motive, as years prior, Smith had been in an accident involving Ronni and was rumored to be unhappy with the settlement.
Even so, Smith did not have a car and rode a bicycle. Even if he might have concluded that Chasen would be attending the premiere, he would have had no way of knowing when she’d be leaving or the route she’d be taking home.
One theory surrounding Ronni’s death involves the distribution of her will. Of the more than $6 million estate, nearly all of it was left to her brother and one niece. Larry Cohen had two daughters, and therefore Ronni had two nieces.
She had intentionally, as outlined in her will, capped her other niece’s inheritance to a measly $10. However, some of the people mentioned in Ronni’s will had already died, so it seems the document had not been revised in some time, and no updated will was ever found. If her death were somehow linked to a disgruntled niece angry about being cut out of the will, why did she wait so long to act on it?
Nearly six years after Ronni’s death, previously unreleased files from the investigation were reviewed. According to The Hollywood Reporter, this evidence casts doubt on the BHPD's findings. The police were never required to present any evidence to a prosecutor, much less convince a jury that they had correctly identified the suspect.
These documents appear to suggest that authorities may have been less confident in their conclusions than they had led the public to believe, including doubts about how Ronni died and whether multiple suspects may have been involved. With the primary suspect dead and some key documents conveniently excluded from consideration, we may never know the truth.
Closing Thoughts
Ronni Chasen had an illustrious career, spanning multiple decades and earning numerous accolades. She pursued her dream of becoming a publicist and, in doing so, became one of the most elite publicists of her day, perhaps of all time.
According to Patrick Goldstein, Ronni was “Hollywood’s ultimate old-school publicist.” Yet, her career and her life were tragically cut short one November night. Did the BHPD correctly identify the suspect and close the case? Or, as many believe, is the truth about what happened to Ronni Chasen still hidden? The answers are unclear, but we do know that the shocking death of Ronni Chasen will go down as another great Hollywood mystery.
Sources:
Baum, Gary. “What Really Happened the Night Hollywood Power Publicist Ronni Chasen Was Killed?” The Hollywood Reporter, 17 Apr. 2023, https://www.hollywoodreporter.com/movies/movie-features/what-happened-night-hollywood-power-publicist-ronni-chasen-was-killed-947580/
Das, David. “Ronni Chasen.” Society of Composers & Lyricists, 31 Dec. 2023, https://thescl.com/in-memoriam/ronni-chasen/
Edition, True Crime. “The Murder of Ronni Chasen.” True Crime Edition, 23 Apr. 2026, https://www.truecrimeedition.com/post/ronni-chasen
Staff. “Hollywood Power Publicist Ronni Chasen’S Career Through the Years.” The Hollywood Reporter, 16 Nov. 2016, https://www.hollywoodreporter.com/gallery/hollywood-power-publicist-ronni-chasens-career-years-947694/