It's OPTIMUS PRIME vs. MEGATRON as TRANSFORMERS Characters Go Head to Head in Gripping National Commercial Heralding the May 2012 Arrival of Universal Studios Hollywood's Cutting-Edge Mega-Attraction, 'Transformers: The Ride-3D'

It's OPTIMUS PRIME vs. MEGATRON as TRANSFORMERS Characters Go Head to Head in Gripping National Commercial Heralding the May 2012 Arrival of Universal Studios Hollywood's Cutting-Edge Mega-Attraction, 'Transformers: The Ride-3D'

Breakthrough Commercial Airs During NBC's Super Bowl Pre-Game Coverage and Kicks Off Campaign's PrepareForBattle.com Interactive Website and Online Game

UNIVERSAL CITY, Calif., Feb. 3, 2012 /PRNewswire/ -- Universal Studios Hollywood(SM) prepares for battle with the debut of an innovative, national 30-second commercial for its exciting, new motion-based thrill ride, "Transformers(TM): The Ride-3D," debuting May 2012. The spot, which airs on February 5 during NBC's Super Bowl Pre-Game coverage, will also introduce PrepareForBattle.com, an interactive website designed to engage fans with exclusive intel as the campaign's momentum escalates.

(Photo: http://photos.prnewswire.com/prnh/20120203/LA47159)

The evocative spot marks Universal Studios Hollywood's inaugural consumer awareness effort for its marketing campaign launching "Transformers: The Ride-3D." When NBC's Super Bowl game coverage once again transcends sports to captivate the nation, Universal Studios Hollywood's spot will capture consumer imagination as the movie-based theme park sets the stage for its epic new ride, envisioned to completely and uniquely revolutionize the next generation of immersive themed rides.

The spot will culminate with a call to action, challenging viewers to enlist at PrepareForBattle.com as N.E.S.T. volunteers within an elite AUTOBOT-human combat force. The PrepareForBattle.com website includes an interactive, online game in which fans and theme park enthusiasts will compete to rise up the military ranks by successfully completing missions involving exclusive videos, downloads and trivia. Players achieving the highest accumulated point totals will win prizes including original TRANSFORMERS collectibles and a grand prize trip to experience "Transformers: The Ride-3D" at Universal Studios Hollywood.

Larry Kurzweil, President, Universal Studios Hollywood said, "We're very excited to introduce our new breakthrough advertising campaign for 'Transformers: The Ride-3D' during the coveted Super Bowl and to be a part of the edge-of-your-seat suspense surrounding these spots for millions of viewers. In just thirty thrilling seconds, we'll be able to capture how exhilarating this mega-attraction will be when it officially opens at Universal Studios Hollywood this May."

"Transformers: The Ride-3D" is based on the iconic brand from Hasbro and electrifying film franchise, directed by Michael Bay, and celebrated for its multi-generational appeal, inventive storyline, spectacular action sequences and amazing special effects. The most recent movie, TRANSFORMERS: Dark of the Moon has become the fourth largest grossing movie of all time at the global box office.

The thrill ride will tell a new "TRANSFORMERS" story using original, photo-realistic 3D-HD media, sophisticated special effects masterminded by Industrial Light & Magic, and one of the most elaborate roaming flight simulator ride systems ever created.

Fusing high-tech elements with an epic new "TRANSFORMERS" tale, "Transformers: The Ride-3D" will be Universal Studios Hollywood's most ambitious ride ever created and will set a new standard in the world of theme park attractions, stretching the medium's potential as an immersive and powerful storytelling vehicle.

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, that physically convert from common mechanical devices, such as cars, trucks and planes to robotic warriors.

"Transformers: The Ride-3D" is being created under a license between Universal Parks & Resorts and Hasbro, Inc.

The ride's pioneering photo realistic 3D media is being created by multiple Oscar® -winning Industrial Light & Magic (ILM), a division of Lucasfilms, Ltd., the ground-breaking visionary special effects company behind such acclaimed films as "TRANSFORMERS," "Avatar," "Iron Man" and "Star Wars."

"TRANSFORMERS," the first in the film's trilogy, debuted in 2007 and garnered three Academy Award® nominations. The sequel, "TRANSFORMERS: REVENGE OF THE FALLEN," opened in 2009 and earned an Academy Award® nomination. The third film in the franchise, "TRANSFORMERS: DARK OF THE MOON," premiered in 2011. The three "TRANSFORMERS" films were directed by Michael Bay, executive produced by Steven Spielberg and released by Paramount Pictures.

Universal Studios Hollywood, The Entertainment Capital of L.A.(SM), 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 arena, and the Gibson Amphitheatre concert and special event venue. World-class rides and attractions include the new blockbuster ride, "King Kong 360 3-D" on the famed behind-the-scenes Studio Tour, "The Simpsons Ride(TM)," "Revenge of the Mummy(SM) -- The Ride" indoor roller coaster and "Jurassic Park® -- The Ride."

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. © 2010 Hasbro, Inc. All Rights Reserved.

Link to Super Bowl Pre-Game clip of "Transformers: The Ride 3D"

Embedded YouTube link of the 8 second clip for Online.
http://www.youtube.com/watch?v=f1F-eGddzKI

SOURCE Universal Studios Hollywood

Photo:http://photos.prnewswire.com/prnh/20120203/LA47159
http://photoarchive.ap.org/
Universal Studios Hollywood

CONTACT: Audrey Eig, +1-818-622-2962, audrey.eig@nbcuni.com, or Trana Pittam, +1-818-622-5985, trana.pittam@nbcuni.com

Web Site: http://www.universalstudioshollywood.com/

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