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You can't yadda, yadda, yadda Seinfeld

May 14, 2007 |  2:09 pm

Newseason_6

Bee500_3

Jerry's back.

Nearly a decade after "Seinfeld" ended its run on NBC, Jerry Seinfeld made a return appearance at the network's upfront presentation to tout his new project -- a series of mini-episodes that take viewers behind the scenes of his upcoming DreamWorks animated film, "Bee Movie."

The comedian noted that much has changed since his last stint on television, when "there was no YouTube; it was Us Tube," referring to NBC's once top-rated status.

Seinfeld said he wants to help the network regain its former glory but said he wasn't willing to return to a full-time series -- especially if it involved eating worms, he added, taking a swipe at reality shows such as "Fear Factor."

"Sometimes I feel like the whole industry just picked up and joined the circus," he added.

Seinfeld's new project, which he dubbed "Making Bee Movie Magic," amounts to 20 short promotions for the film, which is being released Nov. 2. In it, Seinfeld voices the character of Barry B. Benson, a "disillusioned bee." The mini-episodes will run during NBC's prime-time schedule and online in the fall around the movie's release.

The marketing gambit could pay off for NBC Universal, which has exclusive U.S. broadcast and cable rights to the movie.

--Matea Gold

(Photo courtesy DreamWorks Animations SKG)

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