CES Elevates Entertainment with Cannes Market and Netflix Joining Disney, Amazon, and NBCUniversal at Tech Conference
CES 2025: A Convergence of Entertainment and Technology Amidst Industry Transformation
The Consumer Electronics Show (CES) in Las Vegas has long been a focal point for the entertainment industry, attracting professionals who monitor the latest technological advancements. This year’s event, however, is particularly noteworthy, coinciding with a hectic awards season that includes the Palm Springs and Sundance film festivals as well as the Golden Globes leading into the Oscars.
Organizers from the Consumer Technology Association have taken steps to enhance this year’s entertainment offerings. CES has initiated a partnership with the Cannes Marché du Film, which will feature an expanded presence from Netflix, alongside familiar players such as Disney, Amazon, and NBCUniversal.
The backdrop of 2025 has been tumultuous, highlighted by Netflix’s proposed $82.7 billion acquisition of Warner Bros. Discovery’s studios-and-streaming division, which underscores the intersection of technology and Hollywood. As traditional media evolves, fluency in technological language has become essential for survival—an imperative, given that last year’s CES attracted a staggering 142,465 attendees.
Paramount Skydance, currently pursuing its own aggressive bid for Warner Bros. Discovery, is backed by Oracle, a key player in the global AI landscape. Las Vegas will showcase cutting-edge AI technologies, with industry analysts like Dan Ives from Wedbush Securities anticipating a clear demonstration of the substantial investments in AI that companies have made. "The vibe of CES this year is around new chip announcements, AI-driven products in the consumer ecosystem, and, in essence, a new era opening up for companies globally set to capitalize on $3 trillion to $4 trillion of AI Cap Ex hitting the market over the next three years," Ives noted.
CES is poised to serve as a launchpad for new innovations, with significant contributions anticipated from China in robotics and smart vehicles. Notably, Jensen Huang, founder and CEO of Nvidia, will deliver his annual keynote address on Monday, ahead of the event’s official opening. Ives believes Huang’s insights will significantly impact the market, as Nvidia’s stock has risen over 1,300% in five years, showcasing his prophetic influence. Ives describes this year as "one of the most important moments" for AI, emphasizing that the technology signifies a "paradigm shift that is still in the early days of playing out."
In a nod to this paradigm shift, a new initiative launched by the Cannes Marché du Film and the CTA aims to recognize transformative technologies in filmmaking, production, and distribution with an innovation award for startups, entrepreneurs, and filmmakers.
While the creative sector wrestles with the implications of AI, the advertising industry has fully embraced the technology. Netflix’s increased visibility at CES, highlighted by a “speakeasy” happy hour event for advertisers and media professionals, reflects its ongoing push into advertising over the past three years. Traditionally, major tech companies like Netflix and Apple have avoided large exhibition spaces, reserving that approach for manufacturers like Sony and Samsung. Yet, the changing dynamics of the industry, exemplified by the WBD deal, reveal Netflix’s adaptability.
Many strategic conversations will unfold at CES, prompting Disney to host a “tech and data showcase” during the event. Amazon Ads has established a significant presence at the Aria Resort & Casino, which serves as a hub for stakeholders in the advertising sector. Representatives from Fox Corp., WBD, and NBCUniversal are expected to engage in discussions that will shape the future of both linear and streaming advertising.
Amidst these developments, concerns loom for many creative professionals in Hollywood, particularly with major unions poised to enter contract negotiations with studios and streaming services. SAG-AFTRA, which has taken a proactive stance at CES in recent years, plans to recalibrate its approach this year. Instead of a significant presence at the Las Vegas event, the union aims to focus its efforts on future opportunities to advocate for its members, especially as it prepares for potentially contentious negotiations reminiscent of the 2023 strikes involving SAG-AFTRA and the Writers Guild of America.
In addition to the frontline discussions of technology and entertainment, CES will also feature “fireside chats” with FTC Chair Andrew Ferguson and FCC Chair Brendan Carr on Thursday morning, an opportunity to examine crucial issues such as the scrutiny of major mergers and the ongoing debates surrounding the breakup of Big Tech.
As CES 2025 progresses, the intersection of technology and entertainment continues to evolve, and the implications for the industry will be closely watched in the months ahead.
