In particular, Mr Bay, the Director and Paramount Pictures, which will publish "Dark of the Moon" on June 29, are racing to convince viewers that the robot movie is really, truly, honestly worth the extra $ 3 to $ 5 per ticket to see it in 3-d.
This is unknown territory for Mr. Bay, which usually has to defend the narrative arc of his films, not the visuals. But there has been a spate of disappointing revenues for movies in 3D as an audience in North America has been souring on format. Consequently, companies with huge investments in technology are scrambling to reverse the downward trend. Rebellion of consumers above the premium ticket price is a recent films like "Pirates of the Caribbean: on Stranger tides" fought in 3-d while 85 percent of the total domestic box office for "Avatar" came from 3D in 2009, the format delivered only about 47 percent of revenue "On Stranger tides."
The industry is counting on "Dark of the Moon" to turn around perceptions of 3-d — even on Wall Street. Actions for DreamWorks Animation, one of Hollywood's most vocal supporters of 3D, fell nearly 18 percent compared to last month. Stock in Regal Entertainment, the largest theater chain in the nation, dropped 11 percent, which analysts link to 3D. RealD 3D technology leader, down 24 percent.
So Mr. Bay was chatting with journalists and bloggers about how he has pushed the technology, including a camera for the helmet of a paratrooper strapping. At an industry event on May 18, Paramount put on stage with James Cameron, who directed "Avatar" to extol the virtues of middle and fanned chat video across the Web. Television advertising almost sort of funny and wear glasses contain slogans such as "3-d was transformed".
Last week, Mr Bay also called leaders of major theater chains to implore them to show "Dark of the Moon" in a way that burns more rapidly out bulbs 3D projector but does look brighter and sharper.
"We are putting all our resources in this," said Brad Grey, Chairman of Paramount. "Is the most spectacular visual experience I have ever seen".
Filming of "Dark of the Moon" cost an extra $ 30 million at Paramount, bringing the total budget of 195 million dollars. Robot launch straight to viewers, and the men of the same suit ala soar around office buildings in Chicago. Tangle of robot wheel with military helicopters; a skyscraper is ripped in half by a trio of crazed mechanic. The story focuses on the Autobots and Decepticons clash on a spacecraft.
"If this was my name on it, I was determined to make technically perfect," Mr Bay said by telephone. "We have devoted an enormous amount of time making sure that the eye is the transition from one shot to shot."
Using the crew "Avatar" of Mr. Cameron, Mr. Bay in particular turned in 3-d on outdoor collections; so far the technology has mostly been limited to departments because of its mass. Mr Bay, known for the rapid pace of its images, also had to slow down a bit, using the blows longer and wider shots to maximize the effect. "If you pan too quickly will give viewers a feeling nervous," he said.
Industry analysts say studios themselves have sent the market reeling releasing 3D movies stream in paragraph format. Many film billed as 3D extravagances recently haven't been filmed using 3D cameras but were hastily converted into three dimensions during the post-production work.
"The consumer has had a reaction to evil 3D and 3D thin," said Rob Moore, vice Chairman of Paramount. "I'm tired of sitting in a theater thinking, ' wait, is this film in 3-d, or not?" Well, with ' Transformers ' people are going to leave saying: ' Absolutely see this in 3-d. ' "
Mr. Bay is not just big-time Director having to proselytize. Next month, Steven Spielberg would trek at Comic-Con International Convention in San Diego for comic book enthusiasts and entertainment related, to promote his upcoming film 3-d "the adventures of Tintin: secret of the Unicorn." Martin Scorsese has a 3-d period mystery, "Hugo cabret," due in November; Mr Cameron is working on "Avatar" sequels and a 3D version of "Titanic".
"Transformers" is one of the most valuable franchise of Hollywood. The first movie took in approximately $ 710 million in 2007. Two years later "Revenge of the Fallen" had global sales of more than 836 million dollars despite abysmal reviews. (Mr Bay has then said that even he winces when she looks back on his fiction.)
If many viewers opt to see "Dark of the Moon" in 3-d, it could climb over one billion dollars. Mr Cameron predicts consumers will respond favorably.
"When they see something that blows their minds, which is the most exciting," said may 18 event, which contained about 15 minutes of the film "Dark of the Moon". "Like the one we just experienced here."