'G.I. Joe: Retaliation' Bumped Into Spring 2013by: Posted:
Delay-wise, this is cutting it about as close as any film has in recent memory.
Deadline reported Wednesday afternoon that Paramount has likely knocked the "G.I. Joe: Retaliation" release date nine months from its planned June 29 date to March 29, 2013.
The reason? To put it simply, it's all about 3D. In what is already the first summer in three years without a "Transformers" movie sucking in billions of dollars on Paramount's schedule, the studio yanked the big-budget sequel in an eleventh-hour move to also produce a 3D release.
Show of hands, who else sees this as a decision that should have been made quite some time before now?
"We're going to do a conscientious 3D job because we've seen how it can better box office internationally," an unnamed studio exec reportedly told Deadline. "Jim Cameron did all 'Titanic' 3D in post - and look how well that movie turned out."
Yes, Execu-Man. It was also released on-schedule.
To be fair, those who know their history realize Paramount has delayed big releases before without consequence. Martin Scorsese's "Shutter Island" was bumped from October 2009 to February 2010, and that become one of 2010's biggest box-office successes. There's a point to be made also that year after year, 3D releases perform increasingly well in Russia and particularly the rapidly emerging Chinese market.
Besides, "The Hunger Games" did indeed prove just how well the right release can do in March despite not falling during the traditionally big summer or holiday movie seasons.
Paramount's partners must now also foot an additional nine-months' costs while the film sits on the shelf. MGM/Spyglass and Skydance each carry 25 percent of the $125-million picture's bill.
When it hits theaters, "G.I. Joe: Retaliation" will star Dwayne Johnson, Channing Tatum and Bruce Willis.