UPDATE: Seth McFarlane’s TED has now moved its release date from July 13th to June 29th, GI JOE: RETALIATION’s original release date.
In what can only be considered the most bizarre marketing decision ever, Paramount has decided to delay the release of G.I. JOE: RETALIATION for nine months to add post-production 3D.
G.I. JOE: RETALIATION was scheduled to open on June 29th but will now hit theaters on March 29, 2013.
According to a Paramount executive, “We’re going to do a conscientious 3D job because we’ve seen how it can better box office internationally. Jim Cameron did all of Titanic‘s 3D in post – and look how well that movie turned out.”
While the quality of 3D conversions has been poor at best (CLASH OF THE TITANS, the final HARRY POTTER movie), decisions like this may become more common for the studios. Asia is the largest growing population in the world and they gobble up Hollywood blockbusters, especially those in 3D. Just look at the recent track record of film releases: THE AVENGERS, BATTLESHIP, and PROMETHEUS were all scheduled to open internationally before domestically to maximize their profits.
I can easily say this seems like the dumbest decision in recent Hollywood history. G.I. JOE: RETALIATION is currently the fourth most popular upcoming movie on this website. I predict this will end up hurting the movie more than helping it as movie-goers question if the movie was just so bad that it needed extra time to fix it.
I hope none of you pre-ordered tickets.
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