LA HABRA (CBSLA.com)  —   Paul Goldenberg, the self-proclaimed “King” of Southern California’s big screen TV retailers, has died of natural causes at age 87, according to a statement on his company’s Facebook page.

He founded Paul’s TV in 1964 with a $1,000 loan.

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He was perhaps best known for his commercial catchphrase, “I am the King.”

The entrepreneur, philanthropist and movie buff was also known for a keen business acumen. Selling large screen TVs at discount just prior to the Super Bowl was one of his many smart moves.

“Today, as a company and community, we mourn the loss of our “King of Big Screens,” said the Facebook statement, which was posted Friday. “In 1964, our founder, Paul Goldenberg, had the vision to bring bring screens into our homes with an unwavering commitment to service and selection.

“His warmth, wisdom and concern for others will leave a lifelong impression in the hearts and lives of all who knew him. Paul, you were a King, rest in peace.”

Goldenberg opened a small TV repair shop in Hollywood in the 1950s before moving to La Habra in 1964.

His store’s name changed from Coast TV to Paul’s TV, according to TWICE.com, a blog focusing on consumer electronics.

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The nickname “King of the big TV” was introduced in 1978 when Goldenberg started advertising extensively on TV.

For decades, Paul’s TV was noted as the biggest single-store retailer of Mitsubishi big-screens.

Goldenberg’s love of classic Hollywood movies lead to his embrace of big-screen TVs as a way to experience a more theater-style viewing experience.

“He figured it out before a lot of people did,” former Mitsubishi supplier Bob Sodergren told the Los Angeles Times. “He was the real pioneer who understood the value of big screens and put them in the marketplace.”

In 2006, the store was sold to former Circuit City and Good Guys executive Babak Ghaznavi. The chain now includes seven stores in California and four in New England.

Goldenberg was also involved in several charitable ventures including City of Hope, the Los Angeles Jewish Home and funding scholarships for high school students.

He is survived by his son, Douglas, and a granddaughter. In lieu of flowers, the family asks that donations be made in Goldenberg’s name to the Jewish Home or City of Hope.

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