As part of the syncing between the legacy Comcast networks now part of NBCUniversal, E! will try to lend some flash to an event that started as a gathering for comic book aficionados.
In recent years, however, Comic-Con has generated more star power as Hollywood has premiered sci-fi-type series there, while looking to generate some grassroots buzz.
E!, formerly part of the Comcast networks, will stream a red-carpet event live at the annual Comic-Con convention in San Diego in conjunction with NBCU network SyFy on July 23.
A red carpet addition to the traditional SyFy party will be available live on E!'s site and SyFy.com. The event apparently is not quite ready for prime time and E! on-air.
Among the celebrities likely to attend and ready to give ample interviews to E! talent are stars of NBC's coming fall series "Grimm," described as a "police procedural with supernatural mythology" with roots in the Grimm fairy tales.
The show's pilot will be shown at Comic-Con, followed by Q&A with cast members and show runners.
Suzanne Kolb, who heads marketing for E!, stated that "Comic-Con is a pop-culture phenomenon that uniquely blends together celebrity and entertainment with sci-fi and comic book culture."