Hasbro planning more 'contemporary' reboot of G.I. Joe franchise

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Apr 26, 2017, 12:53 PM EDT (Updated)

With more than a dozen Transformers films in various stages of development, Hasbro is looking to get its other major toy-to-movie franchise back off the mat. Just don’t expect it to be the same old G.I. Joe

In an interview with The Los Angeles Times, Hasbro Studios head Stephen Davis confirmed the studio is looking to revive the G.I. Joe franchise with a more “contemporary approach” when compared to the two recent films that did so-so numbers at the box office. G.I. Joe: The Rise of Cobra hit in 2009, followed by G.I. Joe: Retaliation in 2013. Not even the presence of box-office juggernaut Dwayne “The Rock” Johnson could turn the latter into a monster hit.

But, Hasbro hasn’t given up. Here’s an excerpt from Davis’ comments:

“The world has changed, and I think you’re going to see G.I. Joe changing with it. There’s going to be a much more contemporary approach to the whole franchise, and that will allow us to develop different characters. 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.”

It’s no surprise to hear the studio is wanting to take another shot at G.I. Joe, because it’s arguably as recognizable as the Transformers franchise. They just haven’t really nailed a format that works in live action. As for what a “contemporary” G.I. Joe movie might entail? Who knows? The first two movies weren’t much worse than your typical Transformers flick, but they failed to catch fire in the same way.

Maybe the studio should take a look at Community’s parody episode “G.I. Jeff” for inspiration …

(Via LA Times)