It's not unusual for celebrities to appear at technology events, but Michael Bay's appearance at Samsung's CES 2014 press conference ended in him giving up.
Bay, who is best known for films like Transformers and The Island, was attending the press conference to help Samsung introduce its new range of 4K and curved TVs -- and damn fine they look, too.
But things went awry just as he and the on-stage Samsung exec began their scripted repartee: the autocue failed.
At first he tries to wing it, but quickly decides he doesn't fancy it and just walks out. Depending on who you read he 'stormed' or 'flounced' off the stage, but that stretches things somewhat. He apologises as he walks off, and you can't really blame him for a technical failure.
It's an embarrassing moment for Bay and Samsung (you can watch it in the video below), but it wasn't enough to take the shine away from Samsung's stunning new U9000 curved 4K TV. We'll be sharing our first impressions of the new TV soon, but for now you'll have to settle for a glimpse of it in the video below...
UPDATE: Michael has posted a note on his website explaining exactly what happened:
Wow! I just embarrassed myself at CES – I was about to speak for Samsung for this awesome Curved 105-inch UHD TV. I rarely lend my name to any products, but this one is just stellar. I got so excited to talk, that I skipped over the Exec VP’s intro line and then the teleprompter got lost. Then the prompter went up and down – then I walked off. I guess live shows aren’t my thing.
But I’m doing a special curved screen experience with Samsung and Transformers 4 footage that will be traveling around the world.