Hasbro has announced that partner DMG Entertainment will be creating Transformers themed Digital Augmented and Virtual Reality centers. They will start in Shanghai, China and expand out from there. No word if they will hit the United States though. From DMG’s site:
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.
Read on for the full press release!
HASBRO AND DMG ENTERTAINMENT LAUNCH WORLD’S FIRST TRANSFORMERS DIGITAL AR/VR EXPERIENCE CENTERS
Highly Interactive, Immersive Digital Simulation Experience Centers Give Fans
Up-Close Encounters and Adventures with Transformers Characters
BEVERLY HILLS, Calif. – May 23, 2017 – 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’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.
About Hasbro
Hasbro (NASDAQ: HAS) is a global play and entertainment company committed to Creating the World’s Best Play Experiences. From toys and games to television, movies, digital gaming and consumer products, Hasbro offers a variety of ways for audiences to experience its iconic brands, including NERF, MY LITTLE PONY, TRANSFORMERS, PLAY-DOH, MONOPOLY, LITTLEST PET SHOP and MAGIC: THE GATHERING, as well as premier partner brands. The Company’s Hasbro Studios and its film label, Allspark Pictures, are building its brands globally through great storytelling and content on all screens. Through its commitment to corporate social responsibility and philanthropy, Hasbro is helping to make the world a better place for children and their families. Learn more at www.hasbro.com, and follow us on Twitter (@Hasbro & @HasbroNews) and Instagram (@Hasbro).
About DMG Entertainment
DMG Entertainment is a global media and entertainment company with diverse holdings and operations across motion pictures, television, comic book publishing, gaming, next-gen technology and location-based entertainment. An entertainment powerhouse valued at more than $6 billion, DMG Yinji is publicly listed in China. The studio’s films include the critically acclaimed sci-fi time travel hit LOOPER and the global blockbuster IRON MAN 3. Later this year, DMG and James Cameron will bring TERMINATOR 2 back to the big screen in an immersive 3D special edition. Other upcoming releases include BASTARDS with Owen Wilson and Ed Helms, John Curran’s CHAPPAQUIDDICK and THE PACT Starring Leslie Mann and John Cena.
Headquartered in Beverly Hills, California, DMG Entertainment boasts an impressive roster of world-class intellectual properties including Valiant’s comic book universe, featuring more than 2,000 iconic characters; Brandon Sanderson’s fictional universe Cosmere, a library of epic fantasies including the complete Mistborn series and The Stormlight Archive: The Way of Kings; Ken Liu’s award-winning epic fantasy novel The Grace of Kings; and the original animated character Mini Marilyn® based on Marilyn Monroe. DMG Entertainment also partnered with Hasbro on the world’s first Transformers™-themed live-action entertainment project and recently launched DMG VR, a best-in-class immersive entertainment unit dedicated to the fast-growing medium of Virtual Reality. Arcturus is the first incubated company under the DMG VR umbrella. For more information, visit www.dmg-entertainment.com.
Purple Heart
Yes there is unfortunetly, but my point was not to judge the whole of the Japanese people for a single product made, it's not just.
JohnRedcorn
Isn't there rising disinterest in dating and sex in Japan?
samisham
Wasn\'t there a Devastator VR thing in Japan?
Moy
That cartoon screen shot? Ugh..
Deadend
This has some massive promise. Looking forward to seeing how it evolves and what they eventually do with home markets as the tech progresses.
GirlBot
I don't know. The articles at Deadline and Variety weren't really forthcoming with the information. The picture comes from DMG so that may be a clue
Purple Heart
Don't blame Japan as a whole for this, it's for people who don't have anything else.
JohnRedcorn
Japanese are fuckin weird
Moy
If it's anything like Disney world's The world of avatar in Florida, consider me sold.
I hope it makes its way here in California.
I haven't read the article yet, but will this be movie verse cgi?
Applejacktimus
Yeah, most "anime" styled stuff doesn't tend to be big over here. Fine with me, I'd rather go to this TF VR Experience thing anyway.
Purple Heart
Part of me wonders if there is a "special time" where it will say certain things to you.
Anywho though. I doubt this will ever reach the US, and if it does it will most likely only be at 1 place forever before closing down.
Applejacktimus
Excellent, I no longer need any more social interaction. Farewell, sir.
jk jk but that's tamer than I thought. Would be kind of interesting to see that in person.
Purple Heart
Behold.
Applejacktimus
I… That's…
Now, I know this is a typo, but this drastically changes the meaning of the joke.
Wondering, does Japan have VR stuff like… that already? for <research purposes>
G1 Evac
That's great! Looking forward to experiencing this! Sounds like a super extended VR update to Transformers The Ride which I absolutely love and been on multiple times.
Purple Heart
Can't wait till it gets ported to Japan and Mega Empress rubs her bolts in my face.
eltonlin98
If this leads to an exhibit like the Tron Cycle Run in Shanghai's Disneyland, you can bet I'll try my darndest to go someday
GirlBot
Hasbro, DMG Launching Virtual Reality ‘Transformers’ Centers In Shanghai
I think it's the follow up to this report from last year: Transformers Attraction in China 2017