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My Profile Top News Reuters top ten news stories delivered to your inbox each day. Subscribe You are here: Home > News > Technology > Article Home Business & Finance News U.S. Politics International Technology Internet Entertainment Sports Lifestyle Oddly Enough Environment Health Science Special Coverage Video Pictures Your View The Great Debate Blogs Weather Reader Feedback Do More With Reuters RSS Widgets Mobile Podcasts Newsletters You Witness News Make Reuters My Homepage Partner Services CareerBuilder Affiliate Network Professional Products Support (Customer Zone) Reuters Media Financial Products About Thomson Reuters Hollywood cuts back glitz at CES Fri Jan 9, 2009 10:13pm EST Email | Print | Share | Reprints | Single Page [-] Text [+] By Sue Zeidler and Anupreeta Das LOS ANGELES/LAS VEGAS (Reuters) - Hollywood is toning down the glitz at the annual Consumer Electronics Show as studios seek cheaper, more practical ways to sell movies and television programs. Celebrities such as actor Tom Hanks, singer Stevie Wonder and rhythm & blues star Usher did show up to endorse gadgets by their corporate sponsors, but such sightings were few at the once-extravagant show in Las Vegas. Regulars like Walt Disney Co Chief Executive Bob Iger and CBS CEO Leslie Moonves were notably absent. And while CES officials insist more studios than ever attended, studio executives admitted to sending far fewer people than before. Media executives kept mum or were unavailable for comment but studios like Time Warner Inc, News Corp and Disney have signaled they were cutting back on travel expenses, saving millions of dollars a year. The shift comes as alternative marketing strategies have sprung up. Viral marketing uses email to share messages, videos and media online, along the lines of the mystery-filled Web promos for the 2008 sci-fi movie "Cloverfield." And social networking sites such as Facebook or Second Life have added corporate applications. Underscoring the trend, Apple Inc withdrew from the Macworld Expo last week after years of news-grabbing announcements by CEO Steve Jobs at the erstwhile mecca for the Mac-faithful. The company said it preferred to pursue its own tailored marketing campaigns. "As part of our larger cost containment initiatives, we're curtailing travel unless it's really critical for business reasons and I'd imagine that fewer people are going to conferences," said one studio executive, referring to CES as well as the Sundance Film festival and the National Association of Television Program Executives conference in Las Vegas. "Some of these shows have grown less relevant as programmers find different ways to market their material," said another executive from a different major studio. LOW-KEY BUT THERE In keeping with last year, both Sony Corp and General Electric Co's NBC Universal turned up at CES, but few others stepped up to the plate in a similar fashion. NBC broadcast the "Today" show on Friday, while Sony Pictures Television begins shooting 10 episodes of "Jeopardy!" on the CES show floor from Friday evening. NBC's low-key booth -- more a wide, expansive space -- at CES contented itself with screening clips of hit series like "Heroes" and "30 Rock," while the Sony booth ran "Quantum of Solace" and "The Pink Panther 2." "It's a natural for Sony because they're a consumer technology and a content company. And NBC demonstrated with the Olympics its continued focus on multiplatforms," said Kaan Yigit, analyst with Solutions Research Group. But he questioned the benefits for media companies. "There's no major short-term potential or financial gain for content companies at CES, so the benefit is medium to long-term by being exposed to how the technology side is evolving and how to recognize and take advantage of new opportunities," he said. Continued... 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