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Hasbro Partners With DMG Entertainment For New VR Transformers Experience And Live Show
RAC - Tuesday, May 23, 2017

UPDATED with information on the Transformers Live Show! Sys-Con Media reports that Hasbro has partnered with DMG Entertainment to create a new Augmented Reality and Virtual Reality experience centered around Transformers. The first of these "digital simulation experience centers" will open in Shanghai this summer, with plans to expand across China over five years. No plans outside of China have yet been announced, but the project is said to be designed "with the global audience in mind." Keep reading for info!
BEVERLY HILLS, Calif., May 23, 2017 /PRNewswire/ -- In collaboration with Hasbro, Dan Mintz's DMG Entertainment is launching highly-immersive, interactive Transformers digital simulation experience centers. Featuring up-close and personal character interactions, highly immersive virtual and augmented reality technology, interactive environments and activities featuring the latest digital technologies, guests will experience the Transformers universe like never before. Debuting in Shanghai this summer, the centers will expand to other China cities regularly over the next five years and be designed with the global audience in mind.

Hasbro and DMG Entertainment will soon debut the world's first Transformers digital AR/VR experience centers. These highly interactive, immersive digital simulation experience centers are designed to give fans up-close encounters and adventures with Transformers characters.

Born from the massively popular multi-billion dollar franchise, the Transformers centers put participants right in the middle of the action, allowing them to immerse themselves side by side with the characters and engage in a variety of missions. Imagine battling against the evil Decepticons on Cybertron alongside Optimus Prime, or climbing behind the wheel of Bumblebee for the ultimate driving experience. Guests of all ages can unleash their inner hero in this immersive, next-generation adventure, right alongside their favorite Transformers characters.

"We're pushing the boundaries of creative storytelling by harnessing innovative, immersive and interactive technology that brings fans into the Transformers world like never before," said Mintz.

The Transformers franchise, which began with a toy line more than 30 years ago, has expanded to include comic books, animated series, films, video games and consumer products. The most recent Transformers film, 2014's TRANSFORMERS: AGE OF EXTINCTION, earned more than $850 million internationally. TRANSFORMERS: THE LAST KNIGHT opens worldwide on June 21 with additional sequels planned for release in 2018 and 2019.

"We're very excited to work with DMG as we launch into the rapidly growing space of VR, AR and other mixed reality experiences," said Simon Waters, General Manager, Senior Vice President, Entertainment and Consumer Products, Hasbro. "The Transformers digital simulation centers will offer fans an incredibly immersive experience that's truly ... 'More Than Meets the Eye.'"

DMG, in collaboration with S2BN, is also in development on a Transformers Live show.

This could well be a good use of the recently-filed "Cybertronics" trademark - but then, that was filed for use in the US, so we'll see if Hasbro has another application in mind or if we'll get some version of this new venture here in the US. Or possibly both!

DMG's website has the following to say about the Live Show:

Transformers Live is a cross between an action-adventure spectacle, a theme park attraction and a theatrical show, featuring shape-shifting robots, aerial stunts and large-scale special effects.

A custom-built theater seating 4,000 will host the live show that will expand on the Transformers storylines with a theme that will cater audiences around the world.

Transformers Live will take advantage of the immense popularity of Transformers around the world and offer a new, exciting touch point, focusing on all 4-quadrants to provide fun and entertainment for all ages.

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