Image: The experience is themed on Transformers

Transformers: The Ride-3D has signalled the launch of the "next generation of immersive themed rides" at the Universal Studios Hollywood theme park in California, US.

The experience - based on the Hasbro brand and film franchise directed by Michael Bay - incorporates original 3D-HD media, flight simulation technology and an array of special effects.

Guests are propelled along the 2,000ft (609m) ride track, which is surrounded by 14 large screens - many of which "engulf" visitors at heights of 60ft (18m).

Transformers: The Ride-3D was developed by Universal Parks and Resorts in partnership with Hasbro and is designed to fully immerse visitors in the world of Transformers.

Universal Creative president Mark Woodbury, said: "We've pushed the boundaries of 3D, hyper-realism and immersive visual effects to transport our guests, physically and viscerally, into the world of Transformers.

"With his blockbuster film making capabilities, Universal Studios Hollywood has created an original Transformers story that taps into the real heart of these bigger-than-life characters and delivers an epic ride experience of a lifetime."

Universal Studios Hollywood president Larry Kurzweil added: "Transformers has all the elements to become one of the world's most dynamic theme park thrill rides."

Details: www.universalstudioshollywood.com