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“Transformers” trailer arrives tonight

By Sean O’Connell Later tonight, Paramount Pictures will launch the first official, full-length trailer for Michael Bay’s third “Transformers” movie, “Dark of the Moon.”

The trailer will go live online at 7:30 p.m. ET/4:30 p.m. PT, giving fans their first full glimpse at the Bay-hem in store for the July 4 movie holiday.

We have been writing a lot on this site lately about brand awareness, and how much preview footage certain franchises need to show to tease fans. “Harry Potter” and “Twilight,” I argued, don’t have to show much. Fans will come, regardless of what’s shown (or not shown) in a trailer.

I also think “Transformers” falls into that category. With Bay and Shia LaBeouf returning for their third effort, don’t most fans already know what they can expect from a “Transformers” film? We’re really coming for the effects, and wouldn’t want them spoiled in a revelatory clip.

We’ll know in a few hours what’s being shown in the first full “Transformers” once it arrives online. Check later tonight.

“Transformers: Dark of the Moon” will be in theaters on July 1.

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