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No, this isn’t a joke or some bizarre late-in-the-game viral marketing gimmick: with just a little over a month left before release, Paramount has pushed G.I. Joe: Retaliation nine months to March 29, 2013.
The juggling of release windows is as synonymous with the modern film industry as you can get – a game of box-office thrones if you will – but a push for a blockbuster this close to release (and after being backed by an extensive marketing strategy) is not only unheard of but pretty darn odd.
So what got int
Paramount will “do a conscientious 3D job” says the studio, because “Jim Cameron did all of Titanic‘s 3D in post – and look how well that movie turned out.” Makes perfect sense.
Even with this follow-up coming off of a maligned, only moderately successful first outing, pushing “Joe” at the height of its (shockingly positive) hype will be a gamble that only time will reveal. The continued strength of The Avengers and a release date quite close to The Amazing Spider-Man is likely also a factor and likely thought a clearer release window would be a safer bet after the domestic failures of Dark Shadows and Battleship, which suffered in the eclipse of the mega-hit.
Although I was personally looking forward to this sequel (mainly due to a fresh look and the addition of Dwayne Johnson and Bruce Willis) my interest is due more to a fascination with studio motive than heartbreak of the delay.