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Jerry Seinfeld, disguised as a bee, lands on the beach in Cannes.

AP

The 2007 Cannes Film Festival kicked off with old-fashioned PR smarts this morning when comedian Jerry Seinfeld, flying in on a metal cable, landed on the beach dressed as a bee to promote his upcoming animated "Bee Movie."

The high-wire stunt followed a 20-minute presentation from "Bee Movie," a film that Seinfeld has been working on for more than two years. It's the next major release for DreamWorks Animation after "Shrek the Third," which debuts this week.

"Bee Movie" is the comic's first major project since his beloved TV sitcom went off the air and into perpetual syndication a decade ago. With "yada yada yada," "anti-dentite" and "man hands" seared into fans' minds — not to mention a dozen other key catchphrases — Seinfeld has a lot to live up to.

At least from the footage we saw Thursday and the amount of expense put into the clever Cannes launch, the film looks like a winner. Also on hand Thursday morning: Seinfeld's good friend, Chris Rock, who is hilarious in clips. At least this movie isn't called "I Think I Love My Bee."