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When it was first released in 1986, The Transformers: The Movie was a box office bomb. The worse and more lasting fate, however, was the (so-called) trauma thrust upon unsuspecting kid moviegoers thanks to the death of one of the lead characters.

Now Hasbro, the toy company that owns the Transformers brand, and specialty distributor Fathom Entertainment have teamed up to theatrically rerelease the animated movie, which has since developed a cult following. The screening is timed to its 40^th anniversary.

Beginning Sept. 17, Transformers: The Movie will roll out in theaters across the U.S. with a wide theatrical release through Sept. 21. The movie will be presented in 4K. Select international markets are expected to launch day-and-date with the U.S.

“For decades, Transformers fans have carried this film with them, which is a testament to its storytelling and lasting cultural impact,” said Alyse D’Antuono, Hasbro’s vp, global brand & franchise strategy, action brands, in a statement. “Bringing it back to theaters is an opportunity for longtime fans to relive it together, and for new audiences to experience a defining chapter of Transformers history.”

Transformer: The Movie marked the toy brand’s first feature film and featured, as expected, the usual battles between the valiant Autobots and the villainous Decepticons. But it also creatively grasped for the stars and attempted something epic and unique, which alas, in the movie’s case meant killing off a slew of known characters, including Optimus Prime, leader of the Autobots, and one of the franchise’s most popular protagonists.

Certain fans were upset and some children, in particular, were left in tears, to the chagrin of parents. There was even a letter writing campaign to complain. (That was on top of the film being decried as a 90-minute commercial to sell toys. Now, of course, audiences regularly enjoy two, even three, hour commercials that sell toys.)

Hasbro this year leaned into the movie’s notoriety and nostalgia amongst fans and embarked on an “Apology Tour,” filled with special merch and new toy lines as is it seeks to atone for its sins. That, or just exploit any left-over trauma.

Another legacy of the movie remains its remarkable voice cast. On top of Transformers stalwarts Peter Cullen (Optimus Prime) and Frank Welker (Megatron), the roll call included Orson Welles (Unicron), Judd Nelson (Hot Rod/Rodimus Prime), Leonard Nimoy (Galvatron), Eric Idle (Wrek-Gar) and Robert Stack (Ultra Magnus).

“Even 40 years later, this animated feature film remains a defining moment for fans across generations,” stated Fathom CEO Ray Nutt.