“Transformers™: The Ride-3D” based on the iconic brand from Hasbro and electrifying film franchise directed by Michael Bay, celebrated its premiere at Universal Studios HollywoodSM, as The Entertainment Capital of L.A SM. heralded the arrival of the first-ever, highly inventive theme park ride inspired by Hasbro’s pop culture TRANSFORMERS phenomenon.

“Transformers: The Ride-3D” opens to the public on May 25, just in time for the Memorial Day weekend. In anticipation of the excitement, Universal Studios Hollywood will be extending its park hours on Saturday, May 26 through Monday, May 28, opening at 7:30 a.m. for early access to “Transformers: The Ride-3D” and the world-famous Studio Tour.

The high-profile premiere was attended by Universal Studios President and COO, Ron Meyer; Universal Studios Hollywood President, Larry Kurzweil; Universal Parks & Resort Chairman, Tom Williams, and NBCUniversal Chief Executive Officer, Steve Burke. Also in attendance were Oscar®-winning filmmaker Steven Spielberg, “TRANSFORMERS” film star Glenn Morshower, who appears in the ride, Frank Welker, who voices the ride’s MEGATRON character and Peter Cullen, who voices the ride’s OPTIMUS PRIME character.

As Universal Studios Hollywood’s most ambitious ride ever, “Transformers: The Ride-3D” fuses original 3D-HD media, elaborate flight simulation technology and cutting edge special effects with spectacular action sequences and an inventive storyline to immerse guests in the action-packed world of TRANSFORMERS.

A technological achievement, this pulse-pounding breakthrough thrill-ride propels guests along 2,000 feet of ride track, where they are surrounded by 14 gigantic screens, many fully engulfing them at heights of 60 feet.

Helmed by a roster of Hollywood heavyweights, this monumental tour de force was a collaboration between, creative consultant and filmmaker Michael Bay, the Oscar-winning technical luminaries at Industrial Light & Magic, the TRANSFORMERS brand stewards at Hasbro, Inc. and the award-winning, progressive and inspired minds at Universal Creative.

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.

Larry Kurzweil, President, Universal Studios Hollywood, said: “TRANSFORMERS represents a perfect match for our theme park: an exhilarating blockbuster, non-stop action and astonishing special effects. It has all the elements to become one of the world’s most dynamic theme park thrill rides and a centerpiece attraction at Universal Studios Hollywood.”

Mark Woodbury, President, Universal Creative, said: “We’ve pushed the boundaries of 3D, hyperrealism and immersive visual effects to transport our guests, physically and viscerally, into the world of TRANSFORMERS. Our collaboration with the immensely talented director Michael Bay as the ride’s Creative Consultant has been extraordinary. With his blockbuster film making capabilities, Universal Studios Hollywood has created an original TRANSFORMERS story that taps into the real heart of these bigger-than-life characters and delivers an epic ride experience of a lifetime that will thrill guests from around the world.”

“Transformers: The Ride–3D” was created under a license agreement from Hasbro, Inc. to Universal Parks & Resorts.

Universal Studios Hollywood, The Entertainment Capital of L.A., 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 venue, and the Gibson Amphitheatre concert and special event arena. World-class rides and attractions include the intense, award-winning ride, “King Kong 360 3-D” on the famed behind-the-scenes Studio Tour, “The Simpsons RideTM,” “Revenge of the MummySM —The Ride” indoor roller coaster and “Jurassic Park® —The Ride,” as well as the new thrill ride, mega-attraction, “Transformers™: The Ride—3D.”

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, digital gaming and a comprehensive licensing program, Hasbro strives to delight its global customers with well-known and beloved brands such as TRANSFORMERS, LITTLEST PET SHOP, NERF, PLAYSKOOL, MY LITTLE PONY, G.I. JOE, MAGIC: THE GATHERING and MONOPOLY. The Company’s Hasbro Studios develops and produces television programming for markets around the world. The Hub TV Network is part of a multi-platform joint venture between Hasbro and Discovery Communications (NASDAQ: DISCA, DISCB, DISCK), in the U.S. Through the company’s deep commitment to corporate social responsibility, including philanthropy, Hasbro is helping to build a safe and sustainable world for future generations and to positively impact the lives of millions of children and families every year. It has been recognized for its efforts by being named one of the “World’s Most Ethical Companies” and is ranked as one of Corporate Responsibility Magazine’s “100 Best Corporate Citizens.” Learn more at www.hasbro.com. © 2012 Hasbro, Inc. All Rights Reserved.