The Transformers director was discussing his movie-making process when he lost his way on the teleprompter. Joe Stinziano of Samsung America noticed the incident and jumped in to try to get a spontaneous answer from Bay, but the director simply said "I'm sorry" and stormed offstage.
Bay later addressed his fumble in a blog post where he also shed some light on the product he intended to promote.
"Wow! I just embarrassed myself at CES -- I was about to speak for Samsung for this awesome Curved 105-inch UHD TV. I rarely lend my name to any products, but this one is just stellar. I got so excited to talk, that I skipped over the Exec VP's intro line and then the teleprompter got lost. Then the prompter went up and down -- then I walked off. I guess live shows aren't my thing."
"But I'm doing a special curved screen experience with Samsung and Transformers 4 footage that will be traveling around the world," he concluded.