Movie breaks box office records in US.

[Defcon]

Bittersweet is indeed a perfect way to describe my feelings on the movie also. In the big picture its great that we can expect more movies and more toys. Besides not every cartoon episode or comic on transformers were great either. Some were favourites while others are not so good. I see the new movie not a movie at all, but instead like a commercial for many different things.

[FFN]

I see the new movie not a movie at all, but instead like a commercial for many different things.

And how is that different from any other form of TF media? TF media exists solely to flog something or to promote the brand, even when it comes to comics that don't have toys to flog (though AHM has recently moved to flog Universe toys). Even GI Joe Resolute exists to bring brand awareness to its target audience.

[Defcon]

And how is that different from any other form of TF media? TF media exists solely to flog something or to promote the brand

Yes it succeeds in brand promotion and then some, and loses the plot at the same time. It not only promotes transformers, who by the way are the stars of the show! but must share the movie with many other elements to attract their target audiences. To my dismay of course.