<P> Hasbro's toy line for the film was created over two months in late 2005 and early 2006, in heavy collaboration with the filmmakers . 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 . The line featured characters not in the film, including Arcee . A second wave, titled "AllSpark Power", was set for release late 2007, which consisted of repaints and robotic versions of ordinary vehicles in the film . The toys feature "Automorph Technology", where moving parts of the toy allow other parts to shift automatically . Merchandise for the film earned Hasbro $480 million in 2007 . </P> <P> Deals were made with 200 companies to promote the film in 70 countries . Michael Bay directed tie - in commercials for General Motors, Panasonic, Burger King and PepsiCo, while props--including the Camaro used for Bumblebee and the AllSpark--were put up for charity sale on eBay . A viral marketing alternate reality game was employed through the Sector 7 website, 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 genuine Transformers . The site featured several videos presenting "evidence" of Transformers on Earth, including a cameo from the original Bumblebee . </P> <P> Transformers had its worldwide premiere at N Seoul Tower on June 10, 2007 . 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 . 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 . The film was released in IMAX on September 21, 2007, with additional footage that had not been included in the general theatrical release . </P> <Table> <Tr> <Td> "From the king movie geek Harry Knowles of AintItCool.com to newspaper film critics and regular Joe (and Jane) comments, there is general raving about the mechanical heroes and general grumbling about the excessive screen time given to some of the human characters played by Shia LaBeouf, Anthony Anderson, Tyrese Gibson and Jon Voight . Optimus Prime, the leader of the good - guy Autobots, doesn't appear until midway through the film ." </Td> </Tr> <Tr> <Td>--USA Today </Td> </Tr> </Table>

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