Jerry Seinfeld and the Boston “Bee” Party

Jim Hill

17 years ago

This was NOT your typical press event. I mean, how many times are celebrities asked to stroll down the black carpet?

Photo by Nancy Stadler

But given that yesterday’s event at the Loews Boston Common was to help promote DreamWorks Animation’s “Bee Movie,” the folks at AMC Theatres went all out. Decorating the lobby area in all sort of bee-related colors. Which explains the bright yellow balloons & caution tape. As well as the aforementioned black carpet.

Anyway … “Seinfeld” fans from all over New England crowded into the lobby of the Tremont Street multiplex, eager to get a glimpse of their favorite sitcom star. Even members of Beantown aristocracy — like Celtics coach Doc Rivers — dropped by to get in on the fun.

Celtics Head Coach Glenn “Doc” Rivers signs an autograph for a fan at yesterday’s “Bee Movie” press event.
Photo by Nancy Stadler

Finally the man of the hour arrived. Having started his day in Toronto (Where he also did press for “Bee Movie”), Seinfeld was very gracious to his Boston fans. Signing whatever was thrust into his hands, while — at the same time — cracking jokes with the reporters who were gathered along the black carpet.

Jerry Seinfeld talks with the press during the Boston leg of his “Bee Movie” publicity tour

Jerry then led all those assembled in the theater that had been set aside for last night’s event. Where — after apologizing for arriving late (Evidently, Seinfeld and his cohorts had some trouble getting through U.S. Customs when they arrived at Logan) — he introduced the directors of “Bee Movie,” Simon J. Smith and Steven Hickner.

Hickner then grabbed the mike and walked those in the theater through a series of “Bee Movie” clips. Laying out the basic story of the film, which deals with Barry B. Benson (voiced by Seinfeld) who has just graduated from college but isn’t quite sure what he wants to do with his life. Barry just can’t bring himself to be like his buddy, Adam (voiced by Matthew Broderick) and throw himself whole-heartedly into the humdrum life of the hive. He longs for something more.

Which is why Benson arranges to tag along with a group of pollen jocks one morning. Just so he can then get a sense of what life is really like on the outside before Barry has to become just another drone, making honey day in and day out. But then — when those pollen jocks mistake a bright yellow tennis ball for a moving flower — Benson finds himself swept into this amazing adventure. Where he first befriends a human florist named Vanessa (voiced by Renee Zellweger) …

… Then — when these two new friends make a trip to the grocery store — Barry makes a shocking discovery. For years now, humans have been stealing honey straight out of the bees’ hive. With little or no thought about what impact this theft might have on the greater bee community.

Well, Benson sees this theft as a travesty of justice. Which is why he decides to file a class action suit against humanity, seeking reparations for the hundreds of millions of gallons of honey that humans have stolen over the years.

Based on the 45 minutes of footage that was shown last night, “Bee Movie” seems to be a smart but surprisingly sweet comedy. One that successfully translates Seinfeld’s stand-up sensibility to the big screen.

But, of course, given everything that’s riding on this particular animated feature … Well, that’s why Jerry is out there making this publicity tour. Talking with reporters, conversing with his fans. All the while reminding folks that “Bee Movie” will be arriving in theaters on November 2nd.

Mind you, this old fashioned approach to getting the word out about this new DreamWorks Animation release is coupled with a unique new hi-tech approach to promoting “Bee Movie.” In that Jerry has shot 23 minute to a minute-and-a-half long promotional films (Which Seinfeld calls “TV Jr.”) which will begin airing on NBC starting in October.

Each of these mini-movies tries to put a humorous spin on how animated features are actually made at DreamWorks Animation. In one of these “TV Jrs.,” the studio’s animators are working so hard on trying to complete “Bee Movie” that they’re just not going home to eat, sleep or bathe. Which is why they’re forced to “freshen up” by taking a bubble bath in that decorative fountain that’s found at the center of DreamWorks Animation’s Glendale campus.

Or — better yet — in another mini-movie, Seinfeld reveals the danger of making fun of the studio coffee boy. Whose last name just happens to be Spielberg.

As I mentioned earlier, these 23 “Bee Movie” mini-movies will be shown on NBC in the weeks leading up to the release of this new DreamWorks Animation film. But within a few hours of these shorts’ initial airing on the network, these “TV Jrs.” will then be posted on YouTube and/or on websites like AintItCool. With the hope that this move will help build good buzz for “Bee Movie.”

Do you think that using the Web in this way will make it any more likely that you’ll go out of your way to see this new DreamWorks Animation release? Or are you more impressed by old fashioned publicity events? Like Seinfeld’s appearance yesterday at the Loews Boston Common, where he chatted with reporters and shook hands with fans? Which technique do you think works best when it comes to the selling / promotion of a new motion picture?

Your thoughts?