Universal rolled out the red carpet for the latest attraction in the playland that is Universal Studios Orlando, Transformers: the Ride 3D, featuring those many “robots in disguise.”
The night before Thursday’s official opening, members of the press were given the opportunity to ride Transformers. After we were plied with food and drink for the better part of an hour at Lombard’s restaurant (in the wharf area of Universal), and had the opportunity to interview a couple of company execs, a cast member in military-type uniform led us to the main attraction.
Transformers: the Ride is located inside a massive, windowless bunker-like building that sits in the middle of the park, at the south tip of the lagoon. Per the ride’s story, this citadel houses a fragment of the AllSpark that gives the Transformers their life.
A nearly 30-foot Optimus Prime stands tall above the ride’s entrance, his outstretched right arm seemingly beckoning park guests to join the fight. That fight, as you might expect, is to team up with the Autobots (the good guys) in their fight against the evil Decepticons. (Cue the 1980s cartoon theme song in your head.) After entering the building, a video playing on multiple high-def flat panels lays out the story. Riders are addressed as recruits into N.E.S.T (Non-biological Extraterrestrial Species Treaty). As the recruits move in zigzag fashion through the passageways, the video messages become more urgent — informing us that the Decepticons are heading for N.E.S.T. headquarters to capture the shard of the AllSpark.
After being handed a set of “Battle Glasses” (the fancy name for 3D specs), riders board an Autobot vehicle named Evac, who procures the AllSpark for safekeeping and ferries passengers through deadly encounters with Decepticons like Starscream and the big baddie, Megatron. The mission: remove the AllSpark from N.E.S.T. before the Decepticons get it. Four and a half minutes later — I won’t spoil any details of the ride itself — the mission is a success (of course) and riders exit their vehicles and are delivered into the Supply Vault, the storyfied name for that post-ride staple of theme park industry — the merchandise shop.
Because it combines a moving vehicle with an immersive 3D environment, Transformers: the Ride bears comparisons to the Amazing Adventures of Spider-Man at neighboring Islands of Adventure. However, advancements in technology and storytelling ambition give Transformers the edge. In using advanced 3D projection technology, a media silo featuring a 60-foot-tall screen, and a story that puts guests into the action, the creators and engineers have made an entertaining and fun experience.
According to Universal spokespersons and a fellow journalist I spoke with, this version of Transformers is no different from its forbears in Hollywood and Singapore, except in terms of the quality of its images. The visuals are impressive but show room for improving an experience that moves from set to projected image. More enthralling are the booming audio and the way the vehicle’s movements are synced to the visuals and sound.
Keep reading for more on the grand opening …
Thursday, Grand Opening
At 10 a.m. the following day, just a few minutes after I arrived at the Universal archway, I was ushered along Hollywood Boulevard, around Mel’s Drive-In, and led into a designated spot to join the rest of the press waiting along a red carpet running parallel to the north side of the building. While the previous evening had been relatively cool and breezy, this day was a swelter, and press members, myself included, could be seen wearing the red cooling cloths we’d been given for such an occasion. All around, to the other side of the lagoon, visitors packed themselves in for the event. The sound of Transformers movie music and helicopters helped set the mood while we waited for the first guest.
That guest would be Optimus Prime, who towered at around 10 feet and strolled up and down the red carpet, striking poses and acknowledging the crowd as they called out his name. He would later be joined by Bumblebee. Two middle-aged women in the special guest area behind the press were quite vocal in their enthusiasm for the leader of the Autobots. And they made more than one mention of Shia LaBeouf, who, to their likely disappointment, was not on hand. To my disappointment, neither was Megan Fox.
But there was star power of varying wattage to be seen after a few execs from Universal and Hasbro made their way up the red carpet to speak with press and pose for pictures. Frank Welker and Peter Cullen, the respective voices of Megatron and Optimus Prime, were very gracious as they answered questions and voiced their characters upon request.
Then, quick as a flash, the man himself arrived — Steven Spielberg, walking the red carpet alone, dressed in a dark blazer and slacks, sneakers and trademark baseball cap. (Spielberg is the executive producer of the Transformers movies.) He turned and smiled briefly for the cameras, but kept his distance from the press and moved so briskly that I hardly had time to be star struck. In retrospect — wow.
Press members were then herded to an area nearer the ride’s entrance at the corner of The Embarcadero and 7th Avenue. We watched as General Morshower, the head of N.E.S.T., took to a platform and addressed the crowd as new recruits. He was later joined by the vehicle versions of Optimus Prime and Bumblebee.
Universal added some excitement to the occasion by staging a Decepticon “attack” during Morshower’s talk. Fireworks and explosions appeared from above N.E.S.T headquarters. Four aircraft from the Black Diamond Jet Team flew in unison overhead and then scattered as if engaging the invaders. With the threat successfully deflected for the time being, Morshower — at 11:14 am — declared the ride open.
A handful of nattily dressed VIPs were the first to enter, followed by anyone in the press that wanted to take another whirl. I did, and found it to be just as fun as my two rides the night before, with plenty more to take in and notice. As I walked along 7th Avenue toward the exit, I made note of the densely packed throngs lined up and waiting their turn. After I turned onto Plaza of the Stars, a voice announced over the park’s sound system that the opening of Transformers: the Ride would be delayed ’til later in the afternoon. The crowd let out a collective groan. Assuming they finally got their chance later in the day, I’d wager most would agree it was worth the wait.
This article appears in Jun 20-26, 2013.