What does tech lead generation have to do with entertainment? Given that the latter comprises multiple industries, the answer is already obvious.
Why then are events related to the entertainment industry, not treated as possible B2B marketing opportunities? You think Comic-Con and advertisers are the only ones that look good together? The tech industry has its own (and very sizeable) share of pop culture too. Events that bring in big gaming giants are just as much opportunities for players in its business space as it does the average fanboys.