"Our reporter in Beverly Hills, California, brings the latest news: the director of Transformers, Duke Rosenberg, has jointly issued an unprecedented announcement with China's most professional movie website, Mtime.com…"
Originally flipping through channels at random, Wang Ziming immediately stopped when he heard this sentence, widening his eyes and focusing on the news report.
"Mtime.com has been authorized to serve as Mr. Duke Rosenberg's exclusive affiliated Chinese-language official website. This Chinese site will launch alongside the much-anticipated trailer of Mr. Duke Rosenberg's new film, Transformers, in the coming days."
"Being the exclusive Chinese-language official website for Mr. Duke Rosenberg is a great honor. He is one of the greatest directors of our time," the CEO of Mtime.com said in the television interview. "This opportunity will undoubtedly benefit our users tremendously, while also helping Mtime.com provide the best film community and movie database services."
The camera shifted, and a somewhat unfamiliar foreigner appeared on the screen. Wang Ziming had no trouble recognizing that this was his favorite director.
Facing the reporter's microphone, the most well-known Hollywood director in China spoke in fluent Chinese, "I'm very excited to collaborate with the Chinese side because I value Chinese fans deeply. I will use this platform to share my work and ideas with them."
Upon seeing Duke Rosenberg, Wang Ziming immediately thought of the upcoming release of Transformers. The program also focused on that aspect.
"Mr. Duke Rosenberg is one of the most successful action film directors in the movie industry. His works include Speed, The Rock, Saving Private Ryan, The Matrix, and The Lord of the Rings trilogy, all of which are familiar to Chinese audiences. His directed films have grossed over $8 billion worldwide, making him the highest-grossing director in film history."
"Director Rosenberg also founded Duke Studios and is a successful producer. His produced works include the last two Matrix films, 300, and the Underworld series. This summer, his new film, the movie version of Transformers, is the most highly anticipated blockbuster among global moviegoers and will hold its world premiere on June 1 in China!"
Looking at the time displayed on the TV screen, Wang Ziming did a quick calculation and muttered to himself, "Just over a month left. I must go see the premiere!"
He wasn't the only one who felt this way.
Luo Qinghua, born in the 1980s, was part of the generation that grew up watching Transformers and had a special emotional connection to the series. From the moment he learned about the live-action film being made, a wave of inexplicable excitement had been bubbling in his heart — a sense of anticipation and thrill only Transformers fans could understand.
Every now and then, he would actively look for news about the Transformers live-action movie on the internet and in various media outlets. Starting from late April, Luo Qinghua noticed reports about the film appearing in many national newspapers and magazines. In the largest city where he lived, Transformers posters could be seen in many places — especially the Optimus Prime posters paired with Coca-Cola, which almost completely covered the bus stop billboards and metro station ad panels.
It seemed that no Hollywood film had ever received such large-scale promotion not even Titanic back in the day could compare.
However, what Luo Qinghua was more interested in was another event.
On the Transformers Chinese official website jointly established by China Film Group, Warner Greater China, and Hasbro, a fan essay contest had been launched. Winners would not only receive physical prizes but also have the chance to attend the June 1 world premiere and interact closely with the film crew.
That last part was especially appealing to a fan like Luo Qinghua. Within just one week of the event's launch, more than 200,000 essays had already been submitted.
Naturally, Luo Qinghua wasn't going to miss such a chance. He spent three whole weeks of work time writing an essay full of heartfelt nostalgia one he was very satisfied with.
"Though I live in China, as a Transformers fan, I'm keenly aware that back in the distant 1980s, for two whole years, Optimus Prime was America's hero."
"A gripping animated series called Transformers scoffed at by critics as a '30-minute toy commercial' told the story of the hero Optimus Prime leading his army of Autobots to repeatedly thwart the evil plots of Megatron and his Decepticons."
"On that small square television screen, these masked robots were more than just cartoon characters they were towering titans, encased in mighty mechanical bodies, capable of transforming into all kinds of machines trailers, police cars, even fighter jets."
"As toys, Transformers succeeded by combining the magic of Rubik's Cube-like transformation with the loud, roaring machines boys loved most. The characters were endowed with Cold War-style black-and-white moral values. We took the bait willingly, boys from ages 5 to 15, glued to the TV week after week, watching the Transformers legend unfold."
"Watching robots behave like humans — their lust for conquest versus the pursuit of freedom, greed for resources versus resistance against barbaric invasion. Watching them leave their home planet Cybertron and bring civil war to Earth. We welcomed the kind robots with open arms because they freed us from tyranny. We revered Optimus Prime, seeing him as a gentle, honest craftsman father figure."
"In the 1986 animated feature film, the real Optimus Prime died setting him apart from most other cartoon heroes. He actually died, for the freedom and justice he had long pursued, and for the precious shelf space toy companies guarded like a treasure."
"In the toy market, talk of fatherly love and nostalgia is all nonsense people only care about next season's new releases. More than two decades passed, and waves of toy armies rolled off production lines, some claiming to be Optimus Prime's successors. But they were in name only that monkey called Optimus Primal? Come on real Optimus fans silently waited for dad to come home."
"Finally, in July 2007, a resurrection decree was issued from Duke Rosenberg's throne he planned to make a live-action Transformers movie. Countless fans spread the news like wildfire, as though welcoming back the best friend from their childhood. A few months later, another announcement came: Duke Rosenberg's Transformers would premiere first in China!"
"What an incredible stroke of luck for Chinese Transformers fans!"
In today's film industry, no movie can succeed without heavy publicity. Warner Greater China and China Film Group worked closely together, fully leveraging the nostalgia of Transformers in the current moviegoing generation. Various events followed one after another, producing very clear results.
Meanwhile, the premiere venue Shanghai International Cinema also collaborated with IMAX to set up a special theater for IMAX screenings, ensuring the visual quality of the premiere.
As May arrived, and with the peak of the Labor Day holiday underway, Hasbro, Warner Bros., and China Film Group jointly held a Transformers character press conference at the Oriental Pearl Tower exhibition hall.
Hundreds of journalists crowded the event site, not only filling the seats but also blocking the aisles completely. Phoenix TV had already set up its cameras in advance for a live broadcast. The press conference was also streamed live over the internet.
All the photographers and cameramen pointed their lenses at the event exhibition area, where eight life-size scale models of Transformers stood tall.
These were not just props for the press conference they were also gifts for Chinese fans. Anyone who booked a ticket for the film's first three days had a chance to win this ultimate commemorative prize.
Of course, for now, their main purpose was still promotion.
"These mechanical lifeforms from Cybertron have complex structures and a majestic presence, with a strong and heavy metallic texture."
Those meticulously crafted models do indeed match what Tina Fey, who specially attended the press conference, said. "I believe everyone has seen the trailer. The film softens the overall design lines on top of the tough mechanical aesthetic—the curves are smooth, and the structural components are exquisitely intricate and varied."
"The production team, while respecting the original animated characters, also infused the characters' personalities and identities with new design elements."
At this point, the famous host Yang Lan took over from Tina Fey and walked among the Transformers, introducing them to the media one by one.
"Optimus Prime retains his righteous aura, with red and blue patterns blended more fashionably and fluidly."
"Ironhide's dark bluish metallic color aligns perfectly with his name."
"This mechanical being with a menacing grin and exuding evil energy all over is none other than the Decepticon supreme leader—Megatron!"
"Frenzy's design is full of futuristic style—he's the Edward Scissorhands of the Transformers."
"Bumblebee's proportions are perfect. The metallic sheen paired with bright yellow makes him one of the film's biggest highlights."
"Blackout is massive in size and possesses immense combat power, capable of easily destroying a military base."
"Starscream has a skull-like face, a sinister aura, and a cunning personality…"
"Jazz boasts a flawless steel physique…"
With each introduction from Yang Lan, countless camera flashes lit up below.
Meanwhile, through television and online livestreams, the appearances of these characters were transmitted to countless viewers.
Beyond China, the promotional campaign for the film has never ceased around the world. Not long after this press conference, Warner Bros. joined forces with General Motors, Lamborghini, and many other manufacturers to launch massive campaigns in major cities across the globe.
This campaign, titled "Virtual and Reality—Autobots Among Us," will select one winner from each event site, who will then get to fulfill the dream of "Taming Bumblebee and Bringing the Autobots Home."
It is no exaggeration to say that Warner Bros., together with distributors around the world, has stirred up waves of intense promotional frenzy in the 96 countries and regions where Transformers is about to launch.