Changing a release date isn’t so unusual these days. Films often stake out an early claim, sometimes years in advance to secure a weekend, and remind smaller films to stay the hell out of the way.
What is unusual is pulling a tentpole popcorn movie from the schedule just several weeks before release. Millions of dollars wasted on advance advertisement and marketing.
G.I. Joe: Retaliation was originally slated for June 29th. Now it’s been postponed until May 23rd, claiming money was being spent to convert the film to 3D.
But is it the truth?
According to THR, Paramount sources revealed, “studio chair Brad Grey and vice chair Rob Moore felt the expense was preferable to a duel with Sony’s franchise reboot The Amazing Spider-Man, out July 3.”
With potential franchise films like Battleship, John Carter and Dark Shadows not delivering on expectations, the 3D conversion was planned to boost the box office. Channing Tatum, who starred in the first film, and who died in the opening assault that sets up Retaliation, has since become a movie star and a valuable commodity. According to Deadline, the studio’s explanation also included the Channing Tatum factor:
“This was a case of letting a schedule to fill a summer slot dictate the film not being in 3D even though we knew that would be the most commercial version of the film. Then in the spring there were 2 big events. First John Carter lost $200M despite the best efforts of the Pixar brain trust. But the 3D film managed to gross over $200M overseas, nearly tripling its U.S. take.
“Also Channing Tatum had a breakout spring, starring in The Vow and 21 Jump Street. In our first screening of the film the reaction from audiences was good but with 2 big concerns: 1) They didn’t like the fact that Channing and The Rock really didn’t have any time to develop a friendship before Channing died, and 2) Why wasn’t it going to be in 3D? We went back and shot another week with Channing to develop more of his story with The Rock, which made the film play much better. But we didn’t have the time to be in 3D.
“Then a week ago Battleship basically had the same performance as John Carter – $60M-$70M U.S. and just over $200M international. That was just a wake-up call that said to us we need to offer the best version of the film irrespective of summer market share to ensure the best possible performance. And not being in 3D will cost us a ton of business internationally.”
Will the wait be worth it? We’ll see in March.
