STEEL GETS REAL

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FIVE33 IS THE TRANSMEDIA PRODUCTION STUDIO FOR REAL STEEL, THE SMASH-HIT DREAMWORKS FILM THAT PROUDLY OPENED AS THE NUMBER #1 MOVIE. IN REAL STEEL, SPECTACULAR ROBOT BOXING HAS BECOME THE BIGGEST SPORTING PHENOMENON ON THE PLANET.

Working in close partnership with director Shawn Levy, FIVE33's transmedia division Strobe Entertainment created a detailed and authentic mythology that expanded the film into a fully-featured storyworld, building a rich tapestry of characters, robots and audience connectors. We also took the phenomenon of World Robot Boxing around the world by launching a global tour of Atom, the underdog junkyard bot from the film, showcasing the life-size model at special events in the UK, France, Germany and Singapore.

FIVE33 delivered a deeply adaptable, multi-platform mythology that imbued the World Robot Boxing league with all the power of a legitimate global sporting powerhouse. We are thrilled to see this epic-scale vision come to life on the big screen — and beyond.