The Transformers Hype

With each new summer brings us "The Summer Blockbuster."
Consumers are heckled with advertisement after advertisement for the next "hottest" movie, which is usually based purely on special effects or star power.
Recently, Hollywood's newest craze has been comic book heroes. In the last couple years almost all of the major DC & Marvel comic book characters have been brought to life on the silver screen.
And those that haven't yet found their way into the multiplex, are slated for release in the future. These characters are very rarely given just a one-shot deal, such as Iron Man being slated for a sequel, Spider-Man up to "sequel" number 4 and of course, our topic of discussion, Transformers:Revenge of the Fallen.
Whether the new treatment of Transformers is a failure or success, the amount of promotion & hype around this film astonishes me.
Of course, the film will do huge numbers at the box office, but does that mean it measures up as a film of substance? A film worth watching more than once?
If you have seen the new movie, let us know what you thought of it!