Before Schneerson's death Butman was active in the movement to crown him as "King Messiah". He was seen as a leader of that movement, organizing rallies to bring about this proclamation. He invoked the recitation of the "Yechi" slogan in Schneerson's presence without him complaining as evidence that he was indeed the Messiah. He organized the rally on January 30, 1993 that was billed as Schneerson's coronation ceremony. Before the rally he informed the press that ""This will be the coronation of the rebbe as Melech haMashiach (King Messiah)."" Butman was forced to backtrack during the event, announcing that Schneerson appearance did not represent his acceptance of the role of Messiah. He told the 8,000 assembled followers (plus many more around the world watching via satellite) that the event ""is not to be interpreted as a coronation.""