In one of the dumbest, most ridiculous moves in recent memory, Paramount is delaying the actually-good-looking-or-at-least-silly-fun G.I. Joe Retaliation to March 29, 2013. It was supposed to come out next month, on June 29th. They’re hoping to add 3D to the film for an extra bang in the foreign box office, but I can’t help but wonder if this will ruin the film’s chances. Paramount has already dropped a huge amount of money into marketing, especially that Super Bowl commercial – and what about Hasbro’s toys and all the varied tie-in products? Are those just going to sit on warehouse shelves for 9 months?
This desperate grab for 3D, while understandable, seems to be a terrible move, especially so late in the game. If the film makes its money back I suppose I’ll have to eat crow, but the overall picture looks poor. Just on the marketing end of things, I’m surprised Paramount was able to talk its partners into doing this. But it seems the allure of 3D money is too much for everyone involved, so I suppose we’ll have to wait until March 2013 to see how this all plays out.