Seinfeld Spot May Backfire for 30 Rock

Sitcom king's cameo could be series' jump-the-shark moment, critic says
By Zach Samalin,  Newser Staff
Posted Oct 5, 2007 5:15 PM CDT
Comedian Jerry Seinfeld laughs during a stop to promote his upcoming film, "Bee Movie," in Toronto on Wednesday Sept. 26, 2007. (AP Photo/The Canadian Press,Frank Gunn)   (Associated Press)
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(Newser) – Seinfeld played Seinfeld once again in an irony-drenched cameo on "30 Rock" last night: In order to boost ratings, a fictional NBC exec decides to digitally insert Jerry into all prime-time shows. The kicker is that the self-parodic comic may not liven things up anymore, the New York Observer's Jake Brooks writes—and heretofore-fab "30 Rock" might be done for.

Seinfeld "perfected the sitcom and ruined it in the process," Brooks writes, and "30 Rock" had gained a following of its own by thumbing its nose at Seinfeldian convention. Comedy has moved on without Seinfeld—whose cameo comes as he's promoting the animated "Bee Movie"—and Brooks lands a couple more jabs while wondering if the same fate awaits "30 Rock."