Paramount and Uber Join Forces for 'Transformers' Promotion

"Transformers: Age of Extinction"
"Transformers: Age of Extinction"
 

Uber users will have a chance this week to roll out with Optimus Prime, the leader of the Autobots.

In a promotional effort, Paramount and Western Star Trucks have joined with the transportation app Uber to offer users in three cities — Dallas on June 16, Phoenix on June 19 and Los Angeles on June 21 — rides in the customized truck from the upcoming Transformers: Age of Extinction.

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To request rides, which are available from 1 to 7 p.m. on a first-come, first-served basis, users must download the Uber app for free on iOS and Android and enter the code “TRANSFORMERS.” The ride is free, but it must clock in at 15 minutes or less.

The film is the fourth in director Michael Bay’s multibillion-dollar franchise and stars Mark Wahlberg, Stanley Tucci, Kelsey GrammerNicola Peltz, Jack ReynorSophia MylesLi Bingbing, Titus Welliver and T. J. Miller. It is produced by Don Murphy and Tom DeSanto, Lorenzo Di Bonaventura and Ian Bryce.

Transformers: Age of Extinction opens June 27.

Email: Austin.siegemund-broka@thr.com

Twitter: @asiegemundbroka

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