TRANSFORMERS: THE RIDE - 3D Coming to Universal Studios Hollywood

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TRANSFORMERS: THE RIDE - 3D based on the iconic brand from Hasbro and electrifying film franchise, directed by Michael Bay, and celebrated for its multi-generational appeal, inventive storyline, spectacular action sequences and amazing special effects, revolutionizes theme park ride perceptions as a cutting-edge mega-attraction.

The dynamic, motion-based thrill ride tells an original “TRANSFORMERS” story using original, photo-realistic 3D-HD media, sophisticated special effects masterminded by Industrial Light & Magic, and one of the most elaborate roaming flight simulator ride systems ever created. Fusing high-tech elements with an epic new “TRANSFORMERS” tale, “Transformers: The Ride–3D” is Universal Studios Hollywood’s most ambitious ride ever created and sets a new standard in the world of theme park attractions, stretching the medium’s potential as an immersive and powerful storytelling vehicle. In the “TRANSFORMERS” movies, Earth’s humans are caught in the middle of an intergalactic war between alien robots, the heroic AUTOBOTS and the evil DECEPTICONS, that physically convert from common mechanical devices, such as cars, trucks and planes to robotic warriors.
Larry Kurzweil, President, Universal Studios Hollywood, said: “TRANSFORMERS represents a perfect match for our theme park: an exhilarating blockbuster, non-stop action and astonishing special effects. It has all the elements of the world’s most dynamic theme park thrill rides and is a centerpiece attraction at Universal Studios Hollywood.”

Mark Woodbury, President, Universal Creative, said: “We’ve pushed the boundaries of 3D, hyperrealism and immersive visual effects to transport our guests, physically and viscerally, into the world of TRANSFORMERS. Our collaboration with the immensely talented director Michael Bay as the ride’s Creative Consultant has been extraordinary. With his blockbuster film making capabilities, Universal Studios Hollywood has created an original TRANSFORMERS story that taps into the real heart of these bigger-than-life characters and delivers an epic ride experience of a lifetime.”

“Transformers: The Ride–3D” was created in a partnership between Universal Parks & Resorts and Hasbro, Inc.

The ride’s pioneering photo realistic 3D media was created by multiple Oscar® -winning Industrial Light & Magic (ILM), a division of Lucasfilms, Ltd., the ground-breaking visionary special effects company behind such acclaimed films as “TRANSFORMERS,” “Avatar,” “Iron Man” and “Star Wars.”

“TRANSFORMERS,” the first in the film’s trilogy, debuted in 2007 and garnered three Academy Award® nominations. The sequel, “TRANSFORMERS: REVENGE OF THE FALLEN,” opened in 2009 and earned an Academy Award® nomination. The third film in the franchise, “TRANSFORMERS: DARK OF THE MOON,” premiered in 2011. The three “TRANSFORMERS” films were directed by Michael Bay, executive produced by Steven Spielberg and released by Paramount Pictures.

Universal Studios Hollywood, The Entertainment Capital of L.A.SM, includes a full-day, movie-based theme park and Studio Tour; the CityWalk entertainment, shopping and dining complex, the Universal CityWalk Cinemas, the “5 Towers” state-of-the-art outdoor concert venue, and the Gibson Amphitheatre concert and special event arena. World-class rides and attractions include the critically-acclaimed mega-attraction, “Transformers™: The Ride—3D,” the intense, award-winning ride, “King Kong 360 3-D” on the famed behind-the-scenes Studio Tour, “The Simpsons RideTM,” “Revenge of the MummySM —The Ride” indoor roller coaster and “Jurassic Park® —The Ride.”

Universal Studios Hollywood is a unit of the Universal Parks & Resorts division of NBCUniversal. NBCUniversal is one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment television networks, a premier motion picture company, significant television production operations, a leading television stations group, and world-renowned theme parks. Comcast Corporation owns a controlling 51% interest in NBCUniversal, with GE holding a 49% stake.

Hasbro, Inc. (NASDAQ: HAS) is a branded play company providing children and families around the world with a wide-range of immersive entertainment offerings based on the Company’s world class brand portfolio. From toys and games, to television programming, motion pictures, video games and a comprehensive licensing program, Hasbro strives to delight its customers through the strategic leveraging of well-known and beloved brands such as TRANSFORMERS, LITTLEST PET SHOP, NERF, PLAYSKOOL, MY LITTLE PONY, G.I. JOE, MAGIC: THE GATHERING and MONOPOLY. Come see how we inspire play through our brands at http://www.hasbro.com. © 2010 Hasbro, Inc. All Rights Reserved.