Royalty and the business of showbiz will intersect when the Duke and Duchess of Cambridge — aka William and Kate — kick off their L.A. visit by attending Variety’s Venture Capital and New Media Summit on July 8.

While in L.A., the duo will be promoting the U.K. Trade & Investment org and supporting development of London’s Tech City initiative.

The royals opted to attend the Variety event, to be held at the Beverly Hilton, because of their interest in the business of showbiz and media.

Variety president Neil Stiles said, “I’m excited that they are taking time to come to Los Angeles, but especially excited that they are going to support our New Media Summit in conjunction with the U.K. Trade & Investment group.”

Among those featured at the summit will be National Amusements’ prexy Shari Redstone, Consumer Electronics CEO-president Gary Shapiro, Intel Capital managing director Marc Yi and Sony Pictures Entertainment chief technology officer Mitch Singer.

Variety’s all-day event, presented in association with InternationalESQ, will address tech changes being made in showbiz, identify the next generation of technology honchos and analyze which societal trends are affecting product development. The confab will also feature London’s Tech City initiative, which was launched by the U.K. government to build on the existing cluster of technology companies in east London. Tech City is home to one of the largest concentrations of small, fast-growing digital technology companies in Europe.

Popular on Variety

The following day, the royals are expected to attend a charity polo match at the Santa Barbara Polo Club, where William will play and Kate will award the winning team with a prize.

That evening, both will be present at the inaugural BAFTA Brits to Watch event at the Belasco Theater in L.A.

William is BAFTA’s prexy and will make a speech at the event. The black-tie BAFTA event is being staged to help highlight the range of Brit talent emerging in the film, TV and videogames industries.

It will be supported by companies in those areas that will host tables at the evening and will invite people who are working both in front of and behind the camera.

Forty-two emerging Brits, selected by a BAFTA panel, have been selected to attend. Their names will be announced later. Examples of their work will be showcased throughout the evening.