‘Transformers: The Movie’ Extends Theatrical Run as “Apology Tour” Rerelease Surges at Box Office

Transformers fans have embraced the opportunity to give Optimus Prime a proper tribute.

Marking the 40th anniversary of animated feature The Transformers: The Movie initially launching in August 1986, Hasbro and Fathom Entertainment teamed up for the theatrical rerelease, billed as a one-week opportunity that began Sept. 17, known as Transformers Day. The response for The Transformers: The Movie 40th Anniversary has surpassed initial projections, as the remastered 4K animated film hit No. 7 on the weekend domestic chart with $3.1 million from 1,454 North American locations. It has crossed $5 million globally as of Tuesday.

The playful marketing strategy included Hasbro branding the film’s yearlong anniversary celebration as “The Apology Tour,” referencing the first act’s shocking death for beloved hero Optimus Prime. The rerelease also allows fans to pay respects to Peter Cullen — the longtime voice of the character — who died last month at age 85. Cullen delivers his final performance in the 12-minute animated short Optimus Prime: Awakening, a theatrical exclusive that screens following the 1986 movie.

“We’re thrilled at Fathom, but we also had high expectations,” Fathom Entertainment vp of marketing Shannah Miller tells The Hollywood Reporter. “This has been an extraordinary partnership with Hasbro. They kicked off the Apology Tour in honor of the 40th anniversary of the film, which also then means the early death of Optimus Prime, 26 minutes into the film.”