Transformers

Transformers is a 2007 live action film adaptation of the Transformers franchise. The film stars Shia LaBeouf as Sam Witwicky, a teenager involved in the war between the heroic Autobots and the evil Decepticons. The Decepticons intend to possess the All Spark, the very object that created their robotic race, and use it to build a new army by giving life to the machines of Earth. Also starring are Megan Fox, Josh Duhamel, Tyrese Gibson, Jon Voight and John Turturro, as well as the voices of Peter Cullen and Hugo Weaving as Optimus Prime and Megatron respectively. The film was directed by Michael Bay, executive produced by Steven Spielberg, and written by Roberto Orci and Alex Kurtzman.

Development of the film began with a 2003 treatment written by producers Don Murphy and Tom DeSanto. Spielberg acquired the treatment the following year and Orci, Kurtzman and Bay joined the project in 2005. The filmmakers wanted a realistic depiction of the story and, therefore, created a complex design aesthetic for the robots. Stressing their alien nature, the computer-generated characters were designed to have thousands of mechanical pieces move as they transformed and maneuvered. The United States military and General Motors lent support during filming, which saved money, provided vehicles, and added verisimilitude to the battle scenes.

Hasbro organized an enormous promotional campaign for the film, making deals with hundreds of companies. This advertising blitz included a viral marketing campaign, coordinated releases of prequel comics books, toys, and books, as well as product placement deals with GM and eBay. Transformers was a box office success despite mixed fan reaction to the radical redesigns of the characters and reviews criticizing the focus on the humans at the expense of the robots. It became the twenty-eighth most successful film released, grossing approximately US$706 million worldwide. The film revitalized media interest in the franchise, and a sequel is expected for release on June 26, 2009.

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