Nikki Finke over at Deadline is reporting that Paramount is moving G.I. Joe: Retaliation out of the summer season and into.. March of 2013? The sequel was supposed to open in just over a month on June 29th and is now being pushed back 9 months for a March 29, 2013 release in order to accomodate a 3D conversion. “We’re going to do a conscientious 3D job because we’ve seen how it can better box office internationally,” one of the studio execs told Finke. “Jim Cameron did all of Titanic‘s 3D in post – and look how well that movie turned out.”
I don’t get it. It’s not that I don’t understand that they think they can capitalize on profits by being able to charge a premium for a 3D ticket, I get that part, but I don’t understand why they’ve waited so long to make this decision; especially with the film’s release right around the corner and having already put money into the marketing machine for the summer release. Furthermore, why the hell are they moving it to March?! I don’t see it making boat loads of cash during the winter season. They’d be better off delaying for a summer 2013 release. In addition to this, it seems likely that Paramount will purchase a very expensive Super Bowl spot to promote the now off-season blockbuster (as Brian Collins of Horror Movie A Day and Badass Digest fame pointed out on Twitter).
I’m no business man but this move just doesn’t make sense to me. Perhaps, my reaction is jaded a little by the fact that I actually really wanted to see G.I. Joe: Retaliation, despite the fact that I disliked the first movie, and am now bummed that I can’t see one of the summer releases I was anticipating. On top of that, I won’t even go see this movie in 3D when it comes out in March! I think 3D is still mostly used as a gimmick/profit tool and my general rule of thumb is, unless it was natively shot in 3D, I don’t go see it in 3D. I also feel like this film is a summer movie and it just feels off putting it in March. I’ll just have to put my excitement for the film on hold and go see it in 2D in March I guess.