It seems that G.I. Joe: Retaliation will have to wait until 2013 to show that knowing is half the battle.
In a major upheaval to Paramount's summer movie plans, the studio has delayed the long-planned June 29 release of the franchise sequel for nearly an entire year: March 29, 2013 to be specific.
Perhaps, not feeling confident about its chances against heavy summer competition, the studio has opted to bring the film back for a 3D conversion, which will apparently be a new major selling point.
This is one of the most head-scratching moves made in the film industry in recent years. What does this mean for Joe fans?
As an unnamed studio exec tells Deadline:
“We’re going to do a conscientious 3D job because we’ve seen how it can better box office internationally,” Adding: “Jim Cameron did all of Titanic‘s 3D in post — and look how well that movie turned out.”
It's a major, perhaps, calculated gamble, for sure. However, the delay is still a bizarre move on so many levels. Most notably, as it relates to the film's marketing, as a pricey Super Bowl ad a few months back served as the promotional coming out party for the film.
The hype has since been pretty ubiquitous, even tying in to star, Dwayne "The Rock" Johnson's big wrestling comeback at Wrestlemania XXVIII where he was "put over" to win his match with the WWE's top star, John Cena. -- Not to mention star, Adrianne Palicki's ultra-hot Maxim cover for the June 2012 issue, which was also part of the effort for the film's now-nixed summer release.
Even as we speak, the array of toys and swag that Hasbro Toys planned to unleash on kids and nostalgic adults are already hitting the stores. At this point, it's uncertain if those toys get pulled from the shelves and put away. (Possibly leaving what's out there as hot ebay fodder for the next 9 months.)
It will most definitely be interesting to see how this revelation is handled.