May has seen more than its fair share of blockbusters opening big at the box office (Amazing Spider-Man 2, X-Men: Days of Future Past, etc.), but things may quiet down for a while in June – until Michael Bay’s Transformers: Age of Extinction arrives on the scene, anyway. The latest installment in the Hasbro science fiction movie franchise will undoubtedly be marketed continuously in theaters and on TV/the ‘Net, over the weeks that remain until it reaches theaters.
Age of Extinction isn’t just meant to launch another trilogy of Transformers films; it’s also designed to introduce a shiny new line of toys, including the ones based on the various Dinobots (like Grimlock) that are featured in the movie. Some of those characters have been glimpsed in previously-released promotional clips for the film (including, the latest one unveiled today), along with such newcomer Autobot players as Hound and Drift – voiced by John Goodman (The Monuments Men) and Ken Watanabe (Godzilla), respectively. (The latter pair don’t make a prominent appearance in the latest TV spot, unlike the Dinobots.)
Much like other supporting player Autobots featured in past live-action Transformers installments, Goodman and Watanabe’s CGI alter-egos are very over the top in their manners and presentation, drawing on human stereotypes as inspiration for their looks. Similarly, even though Age of Extinction has been largely sold as a more serious action thrill ride than its predecessors (but still very much a popcorn flick), the humans glimpsed in the most recent footage – be they Kelsey Grammar (The Expendables 3) as a ruthless military type or T.J. Miller (Silicon Valley) as a comical sidekick to Mark Wahlberg and his family – seem to be as cartoonish as those in previous Transformers installments – just in different ways, is all.
In case you missed them, here are two more Age of Extinction TV spots that dropped recently (but are now available via the film’s official Youtube channel):
If non-fans look at the Transformers movies as pop art, though, it becomes easier to understand why so many keep on flocking to see every one of these films – since, in terms of pure spectacle and cinematic style, Age of Extinction looks to match and/or exceed anything Bay’s made before. There seems to still be a disconnect between the human narrative and Transformers storyline, so to speak – but really, that’s pretty much been the case since the first movie (and even there, the “heart” and subtext of the story was only just passable). So, by this point, it’s best to just accept that, rather than hold out for change.
Transformers: Age of Extinction opens in U.S. theaters on June 27th, 2014.