G.I. Joe: Retaliation Delayed Until 2013; Ted Takes Its Release Date
05.24.12 by Ryan
Last month, Paramount Pictures released the second full-length trailer for G.I. Joe: Retaliation in a promotional campaign that seemed poised to take advantage of its June 29 release date. The weekend seemed a good fit for the G.I. Joe: The Rise of Cobra sequel, with its competition being male stripper comedy Magic Mike, dramedy People Like Us, and Tyler Perry's Madea's Witness Protection.
However, with only five weeks left before Retaliation was to reach theaters, Paramount decided to delay the sequel — and here's the curious part — nine months. It's now set to open on March 29, 2013 instead. The sudden move would seem to raise a red flag, but the studio insists the delay is so the movie can be converted to 3-D.
"It is increasingly evident that 3D resonates with movie-goers globally and together with Paramount, we made the decision to bring fans an even more immersive entertainment experience," said Hasbro CEO Brian Goldner in a statement.
Certainly the overseas success of The Avengers has proven that 3-D ticket sales can improve a movie's financial success, but nine months seems like a long time to suddenly spring on a movie's release. Apparently, the studio doesn't want to rush the conversion, as a Paramount exec reportedly told Deadline.
We’re going to do a conscientious 3D job because we’ve seen how it can better box office internationally. Jim Cameron did all of Titanic‘s 3D in post — and look how well that movie turned out.
The move is likely a surprise to Retaliation director Jon Chu, who expressed his excitement about Retaliation's June release to the LA Times on Monday. "It's been a crazy journey but we're almost there," said Chu, who was still releasing post-production photos on Twitter and speaking to fans about the June release as late as Tuesday. "I'm excited for people to finally see it or even finally get a glimpse. I'm really excited about it."
Whether Chu is still excited about Retaliation is anyone's guess, but Universal certainly is. With Retaliation vacating its prime release date, the studio has moved its Mark Wahlberg vehicle, the comedy Ted, into the June 29 spot. Ted was originally set for a July 13th release, and can now avoid having to follow a week after Sony's The Amazing Spider-Man.
While Ted could benefit from the move, the vote on whether Retaliation will has been pushed off for nine months. Whether hasty or genius, Paramount's decision is a curious one, especially after investing in promoting Retaliation, including paying for a Super Bowl ad in February. With Dwayne Johnson teaming with Bruce Willis, the sequel didn't lack in star power. If the studio's word is to be believed, 3-D is the only thing that Retaliation lacked. Guess we'll know for sure in nine months.