Animation is an MVP this year, on it's way to as much as $5 billion or more in global sales. And last weekend was no exception, setting a stage for strong holiday season.

In surprise upset, the family friendly animated film opened behind expectations to lose the Sept. 20-22 box office race to 'Beetlejuice Beetlejuice' — but there still could be hope.

But after a soft $25 million domestic start, now it's up in the air whether this origin tale for Optimus Prime and Megatron will strike a chord with moviegoers who aren't already fans of the '80s franchise.