Release
Transformers had its worldwide premiere at N Seoul Tower on June 11, 2007.[47] The film's June 27 premiere at the Los Angeles Film Festival used a live digital satellite feed to project the film on to a screen.[48] A premiere took place at Rhode Island on June 28, which was a freely available event giving attendees the opportunity to buy tickets for $75 to benefit four charities: the Rhode Island Community Food Bank, the Autism Project of Rhode Island, Adoption Rhode Island, and Hasbro Children's Hospital.[49] The film was released on IMAX on September 21, 2007,[50] with an additional two minutes of footage that were not included in the general theatrical release.[51]
Marketing
- Further information: Transformers: The Movie toy line, Transformers: Movie Prequel, Transformers: Movie Adaptation, Transformers: Ghosts of Yesterday, and Transformers: The Game
Hasbro's toy line for the film was created over two months in late 2005/early 2006, in heavy collaboration with the filmmakers.[23] Protoform Optimus Prime and Starscream were released in the United States on May 1, 2007, and the first wave of figures was released on June 2.[23] The line featured characters not in the film, including Arcee.[21] A second wave, entitled "All Spark Power", was set for release late 2007, which consisted of repaints and robotic versions of ordinary vehicles in the film.[52] The toys feature "Automorph Technology", where moving parts of the toy allow other parts to shift automatically.[53]
Deals were made with 200 companies to promote the film in 70 countries.[54] Michael Bay directed tie-in commercials for General Motors, Burger King and PepsiCo,[55] while props—including the Camaro used for Bumblebee and the All Spark—were put up for charity sale on eBay.[56] A viral marketing alternate reality game was employed through the Sector 7 web site, which presented the film and all previous Transformers toys and media as part of a cover-up operation called "Hungry Dragon," perpetrated by a "real life" Sector 7 to hide the existence of "real" Transformers. The site featured several videos presenting "evidence" of Transformers on Earth, including a cameo from the original Bumblebee.[57]
Home video
Transformers was released in Region 1 territories on October 16, 2007 on DVD and HD DVD formats. The standard DVD was released in single-disc and two-disc editions.[58] The Wal-Mart edition of the DVD included an animated version of the prequel comic book, entitled Transformers Beginnings. Mark Ryan, Peter Cullen and Kevin Dunn reprised their roles, while Frank Welker played Megatron.[59] The Target casing is a transformable two-dimensional image of Optimus Prime,[60] and it contained a prequel comic book focusing on the Decepticons.[59] The DVD sold 8.3 million copies in its first week, making it the fastest-selling DVD of 2007 in North America, and it sold 190 thousand copies on HD DVD, which at the time was the biggest debut on the format.[61] The DVDs sold 13.74 million copies, making the film the most popular DVD title of 2007.[62]
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