It looks as though yet another franchise reboot is headed our way and this time it’s G.I. Joe.
After two movies it seems Hasbro has decided that it is better to hit reset on the G.I. Joe films. Speaking with The Los Angeles Times recently, Hasbro executives spelled out a bit of the thinking. “The world has changed, and I think you’re going to see G.I. Joe changing with it,: saidHasbro’s global brand licensing chief Simon Waters. “There’s going to be a much more contemporary approach to the whole franchise, and that will allow us to develop different characters.”
Hasbro’s chief content officer Steve Davis added, “We hope to create a head snap. It’s a different kind of ‘Joe’ – one that still resonates with ‘Joe’ fans but brings in an uninitiated audience and expands the audience internationally and domestically.”
The first two films didn’t exactly rake in the money, and with the toy maker launching its own cinematic universe that will include Joes, it makes sense. The Rise of Cobra brought in $150.2M domestic and $302.46M globally off of a $175M budget. Retaliation did slightly better with $122.52M domestic and $375.74M off of a $130M budget.
Clearly these films could have done better, but is the approach the executives are discussing the right one? Part of the issue I felt with these two was they somewhat embraced the absurdity of the Joes, but they never went all the way. They would ground Roadblock in reality, but then you have Snake-Eyes and Storm Shadow trying to avenge the murder of the Hard Master while a guy runs around in a helmet with a shiny face plate. Either you fully embrace or you don’t, there was no middle ground to be had here.
Secondly, the second film was clearly the better movie, but you start off by killing off tons of nameless Joes, leaving us with only a small handful of team members. G.I. Joe was always about mixing and matching members with different skill sets to send out in the right team fo the job, not having a small group working out of a dump of a gym.
Hopefully this time around Hasbro will embrace the property a bit more fully. Lets have Blowtorch in a funky looking costume. Lets see Shipwreck with a parrot. Lets not try to walk in both worlds.
Source: The Los Angeles Times .