In an unforeseen, yet all too common twist, ‘G.I. Joe: Retaliation’ release date has been move from June 29th to March 2013. Paramount says its making the move to add 3D for better foreign Box Office Gross.
“We’re going to do a conscientious 3D job because we’ve seen how it can better box office internationally,” one of the studio execs just told Deadline’s Nikki Finke. “Jim Cameron did all ofTitanic‘s 3D in post — and look how well that movie turned out.”
Even so, this is a shocking move when you think about it. Paramount has publicized the shit out of this movie, even spending over a million dollars on a Super Bowl ad. Tv commercials were running and outdoor ads were all over Hollywood. At the movie theaters you could see posters and cardboard cut outs. That’s millions of dollars in wasted campaign money.
One thing that is strikingly obvious is movie studios are banking on the foreign box office receipts more than ever before. And 3D films do play large in foreign markets, especially Asia and Russia. But still, something about this doesn’t feel right.
Paramount is defending the move by sighting the success of Martin Scorsese’s Shutter Island, which was moved back three months and gave the great director his biggest box office hit ever. Paramount is also pointing out the resent big box office successes of The Hunger Games, which also premiered in March.
Look, I understand the competition surrounding the GI Joe sequel, but the film has star power. The Rock, Bruce Willis and Channing Tatum. They all qualify as A-listers, but in this summer movie climate, I just don’t think Paramount wanted to put it’s $125m dollars up against the saturated action film summer. In the end, the addition of 3D seems more like an excuse to move the film back, not a reason.
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