video transcript

As Hollywood increasingly turns its attention to emerging movie going markets Russian audiences were the first to see the latest instalment of the Transformers franchise. Hit director Michael Bay joined the stars of "Transformers: Dark of the Moon" for the film's premiere at the 33rd Moscow International Film Festival. Bay, known for his blockbuster action extravaganzas, said it made sense for Hollywood to keep its eye on the Russian box office, which last year saw record earnings of one billion U.S. dollars off the back of foreign blockbusters. SOUNDBITE Michael Bay, director, saying (English): "I think, you know, this is a big emerging market. And then we were invited to the festival and it was a great tie-in. I think it's, you know, important to support markets like this where the film market is becoming very important to the American market." The Transformers series, based on the line of children's toys, hasn't always enjoyed the same success with critics as it has at the box office. In 2010 the second film in the trilogy, "Transformers: Revenge of the Fallen", garnered three Razzies, Hollywood's alternative to the Oscars, celebrating the worst in cinema. The sequel picked up gongs for Worst Picture, Director and Screenplay. But, while the third Transformers movie still promises the usual action packed visual feast - this time in 3D - the film's star Shia LaBoeuf promised audiences improved storytelling as well as more impressive special effects. SOUNDBITE Michael Bay, director, saying (English): "The third one's the best one because this is the strongest script we have ever had, its the best character development we had in all of the films. Its the best arc for Sam that I ever had, selfishly." Following it's Russian debut, "Transformers: Dark of the Moon" has a wider global release on June 29. Doug MacLaurin, Reuters.