When Paramount announced May 23 that it was moving G.I. Joe: Retaliation from its June 29 release date to March 2013, nostrils started to quiver throughout the industry.
The explanation the studio was selling -- that it needed time to turn the sequel into a 3D spectacle -- didn’t seem to pass the smell test. Why bump a $125 million-budgeted tentpole starring Dwayne Johnson and Bruce Willis five weeks before its scheduled release after launching a multimillion-dollar marketing campaign that included a pricey Super Bowl spot?
“They eat all of that money,” notes one prominent producer. “And when you yank a movie at the last minute, it does not send an encouraging signal.”
Paramount sources say 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.