According to a recent L.A. Times article, Paramount has already spent $325 million on “G.I. Joe: The Rise of Cobra.”
With a production budget of $175 million and $150 million more in marketing and distribution expenses on the line, “G.I. Joe” needs the biggest possible crowds to turn a profit.
Umm, yeah, no shit and isn’t this movie tracking terribly? Not so. It might look mediocre to critics, but apparently it’s tracking well with male audiences (duh).
Apparently Paramount is also largely aware that the film is not tracking well with the Blue State intelligentsia and has taken to America’s heartland to market the picture via good ol’ American jingoism patriotism (the Joe’s do fight terrorists after all).
Evidently they’ll be a big presence of “G.I. Joe” on the Kid Rock and Lynyrd Skynyrd concert tour that’s being advertised on CMT.
“Our starting point for this movie is not Hollywood and Manhattan but rather mid-America,” Paramount Vice Chairman Rob Moore told LAT. “There are a group of people we think are going to respond to the movie who are normally not the first priority. But we’re making them a priority.”
That’s some pretty canny thinking and it could just work. Getting the same pleebs that voted for GWB to watch this thing? Seems like a good fight, but doesn’t that mean they should have more American flags in the trailers, posters and marketing? (like this image from the comics we found).
Although the action-packedness of the film will inevitably play big overseas, the studio is making sure traces of rah-rah Americanisms have vanished from the advertising. Again, smart move.
“G.I. Joe” is due in theaters this Friday, yet no journalists have seen it yet, except for easy geek lay Harry Knowles from AICN, who liked it so much he wants to see it again. He’s usually an easy, early slam dunk as long as you’re letting him know he’s seeing the movie first and therefore kissing his ass and treating him like royalty (but this is a calculated move that’s been done more than once and the studios know he’s easy prey with a big audience). Sample Knowles quote: “But ya know what? It is a G.I. JOE movie and it was pretty damn cool!” Genius.
It’s a pretty fascinating LAT article and you should give it a whirl. PS: there’s some crit speculation out there that “G.I. Joe” will not be screened for regular critics at all, which, wow. For a film that big, that’s really saying something. Then again, we don’t know if this is true, but we’re still waiting to hear back from Paramount.
Cool piece.
This quote was interesting:
"You can never win with those guys," Lorenzo Di Bonaventura, producer of both "Transformers" films and "G.I. Joe," said of the San Diego (comic-con) convention. And we know the hard-core fans are already coming to see the movie."
At least they didn't try to drum enthusiasm from the convention followers, who would be there to see it anyway (or they're just hiding their crap movie).
But please explain, how it could cost $150 million to market and distribute? What makes up these costs?
I don't understand how any movie that NEEDS to have almost everyone see it can be worthwhile. $175 million budget for an untested property? This isn't Pirates 4 or Spiderman.
I must say I'm surprised by the 86% Joe has on rottentomatoes right now (granted there's only 7 reviews). I was sure it would be the worst film of the summer when I first saw the trailer, but after so many weak films this summer (T4, Transformers, Wolverine) I'm actually kinda curious as to what fun it might bring. Am I crazy?
Paramount have screened the film for critics in the UK.
Empire review is up now: http://www.empireonline.com/reviews/reviewcomplete.asp?FID=135315
Critic reviews aside, we can all see from the trailer this isn't a a very good superhero movie. I agree that compared to movies like Wolverine and Transformers there might be something enjoyable. But it looks like campy action and the Empire review reaffirms that it'll be lighter than light action entertainment.
At least if it really bombs with audiences we won't have to put up with a sequel and everyone will win…except Paramount.
To be honest, I think Playlist scribes should refer to the movie as "The Rise Of The Cobra." Not kidding.
This is a silly article. I like how in the headline it says Paramount spent $350 million on the film and then in the very first sentence it says only 325. Also the writer insinuates that the movie is tracking terribly with critics, even though it's gotten largely positive reviews. Heads up, film journalists: never judge a movie by its trailer. Siskel never watched them and you would do well to follow his example.
Brenny, How as Kid Rock last night? Did "Freebird" pass the 20 minute mark?
I don't think all rah-rah advertising has gone – I'm from the UK and caught an advert using Kid Rock's "American Badass" (a song that counts as a guilty pleasure but eh).
You're from the U.K. and like Kid Rock?? What is wrong with you. You guys are supposed to know better.