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.
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’sTRANSFORMERS: 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.
