ROCHESTER, N.Y. — It promises to be a transformational June at Monro Inc. locations across the U.S.
The tire and auto service dealership has forged a partnership with Paramount Pictures and toy maker Hasbro Inc. to help promote the new "Transformers: Rise of the Beast" film, which debuts in theaters June 9.
For its part, Monro will offer consumers the chance to "transform their car via a Snapchat scan," take home an official movie poster (while supplies last) and take pictures next to movie character displays at any of its 1,300 retail stores nationwide.
The promotion, which runs through June 24, will be offered at Monro Auto Service and Tire Centers' Tire Choice Auto Service Centers; Mr. Tire Auto Service Centers; Ken Towery's Tire & AutoCare; Tire Warehouse Tires for Less; Tire Barn; and Car-X Tire & Auto locations.
"At Monro, we know that generations of fans and families have connected with, and love, the Transformers universe," Ben Montano, Monro's senior director of marketing and merchandising, said.
Monro calls the partnership with Paramount and Hasbro "one of the most exciting and anticipated collaborations in Monro's six-decade history."
According to Monro, the movie will take audiences on a '90s globetrotting adventure with the Autobots and introduce a new breed of Transformer — the Maximals — to the battle on earth between Autobots and Decepticons.
The move is directed by Steven Caple Jr. and stars Anthony Ramos and Dominique Fishback.