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Transformers AR/VR centres planned for China

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Transformer AR VR China

A network of Transformers “immersive digital simulation experience centres” is to be developed in China by DMG Entertainment in collaboration with Hasbro.

Offering Transformers fans up-close and personal interactions with characters from the films, the first outlet will open in Shanghai this summer. It will feature both virtual reality and augmented reality technology. Further centres will follow in other cities around the country over the next five years.

Guests of all ages will be able to “unleash their inner hero” as they take on a variety of missions. These include such scenarios as battling against the evil Decepticons on Cybertron alongside Optimus Prime or climbing behind the wheel of Bumblebee for the ultimate driving experience.

“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,” claims Dan Mintz of DMG Entertainment.

Transformers’ 30-year brand heritage

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, consumer products and theme park attractions. DMG, in collaboration with S2BN, is also in development on a Transformers Live show.

“We’re very excited to work with DMG as we launch into the rapidly growing space of VR, AR and other mixed reality experiences,” says Simon Waters, Senior Vice-President of Entertainment and Consumer Products at Hasbro. “The Transformers digital simulation centres will offer fans an incredibly immersive experience that’s truly … ‘More Than Meets the Eye.’

The most recent Transformers movie, 2014’s Age of Extinction, grossed more than $850 million worldwide. Transformers: The Last Knight opens worldwide on June 21. Additional sequels are planned for release in 2018 and 2019.

Headquartered in Beverly Hills, California, 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. As well as being involved with the blockbuster film Iron Man 3, DMG is also working with James Cameron to bring Terminator 2 back to the big screen in a special 3D edition.

Image courtesy DMG Entertainment

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Owen Ralph

Owen Ralph

As a Lead Features Writer for blooloop, Owen brings with him two decades of experience covering the amusement and attractions industry for trade publications, including World’s Fair, Coinslot International, Kirmes & Park Revue and Park World, where he spent 15 years as Editor. He is currently a member of the IAAPA EMEA Education Subcommittee.

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