Epic “Transformers: The Ride-3D” at Universal Studios Hollywood Revered as “Next Generation of Immersive Themed Rides”

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“Transformers: The Ride-3D.”

Universal City, Calif. –“Transformers™: The Ride-3D,” based on the iconic brand from Hasbro and electrifying film franchise directed by Michael Bay, celebrated its premiere at Universal Studios Hollywood on May 25, as The Entertainment Capital of L.A. heralded the arrival of the first-ever, highly inventive theme park ride inspired by Hasbro’s pop culture Transformers phenomenon.

As Universal Studios Hollywood’s most ambitious ride ever, “Transformers: The Ride-3D” fuses original 3D-HD media, elaborate flight simulation technology, and cutting edge special effects with spectacular action sequences and an inventive storyline to immerse guests in the action-packed world of Transformers.

A technological achievement, this pulse-pounding breakthrough thrill-ride propels guests along 2,000 feet of ride track, where they are surrounded by 14 gigantic screens, many fully engulfing them at heights of 60 feet.

Helmed by a roster of Hollywood heavyweights, this monumental tour de force was a collaboration between creative consultant and filmmakerMichaelBay, the Oscar-winning technical luminaries at Industrial Light & Magic, the Transformers brand stewards at Hasbro, Inc., and the award-winning, progressive, and inspired minds at Universal Creative.

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, which 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 to become one of the world’s most dynamic theme park thrill rides and 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 directorMichaelBayas 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 that will thrill guests from around the world.”

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

Universal Studios Hollywood, The Entertainment Capital of L.A., 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 intense, award-winning ride “King Kong 360 3-D” on the famed behind-the-scenes Studio Tour, “The Simpsons Ride,” “Revenge of the Mummy — The Ride” indoor roller coaster, and “Jurassic Park® —The Ride,” as well as the new thrill ride, mega-attraction, “Transformers™:  The Ride-3D.”

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.

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