Forget NATPE: Sony is looking to add some sizzle to the Consumer Electronics Association confab in the form of Jerry Seinfeld, Tony Bennett and Drew Carey.
Earlier this year, studio announced it was pulling back its presence at NATPE, the aging syndication convention that takes place in Las Vegas every January. Biggest cutback was killing its lavish booth on the NATPE floor, opting for a smaller hotel suite instead.
Sony once boasted one of the most popular booths at NATPE, enlisting celebrity chefs to cook up lavish meals for conventiongoers. It also hosted dinners and parties, one year bringing out Seinfeld to perform.
But like several other major studios, Sony execs decided there wasn’t much to be gained from NATPE, which was created to serve the now-faded syndie marketplace. Sony is now shifting its hype to CES, which also takes place in Las Vegas in January.
Seinfeld and Bennett will both perform at Sony’s booth on Jan. 7, the opening day of CES. Carey will also stop by, while Vanna White and Alex Trebek will serve as masters of ceremonies.
In June, Sony Pictures Television prexy Steve Mosko announced that Sony would be the first studio to showcase content at CES. It helps that the studio’s parent company is a leading supplier of electronics.
“From creation to consumption, Sony has a uniquely comprehensive understanding of the entertainment experience,” Mosko said.