G.I. Joe: Retaliation

Wow… this is one thing I didn’t see coming at all.  Especially one month out from the film’s release. Citing the need to convert the film to 3D as it “resonates more with audiences”, Retaliation will not be released until March 29, 2013.

This has to have the folks in charge of the brand spinning.  The toy line, which has been trickling into stores, carries a street date of May 28, 2012– just a few days away.  Now, without a movie tie-in, those same toys are going to be sitting on store shelves for a full THREE fiscal quarters before the film that was to drive their sales hits theatres.  That means that Hasbro will have to come up with an entirely NEW crop of items to tie into the film in order to keep things “fresh” for both consumers and retailers. Also, the entire marketing campaign will have to be reworked– with new trailers, new promotions, and an entirely crop of promotional materials to be produced and distributed.  In other words, all of the momentum that was gained during the past few months will have to be regained 100%.

Yeah… what was dubbed the “Year of Joe” is rapidly turning into something else entirely.

The press release is posted below:

G.I. JOE: RETALIATION Film to Be Released in 3D

Hasbro Reaffirms 2012 Guidance that it Expects to Grow Revenues and Earnings Per Share Absent the Impact of Foreign Exchange

PAWTUCKET, R.I., May 23, 2012 (BUSINESS WIRE) — Hasbro, Inc HAS +0.52% , and Paramount Pictures, announced today that G.I. JOE: RETALIATION will now be released in 3D. The film, originally slated for release in June 2012, is scheduled to be released March 29, 2013.

“It is increasingly evident that 3D resonates with movie-goers globally and together with Paramount, we made the decision to bring fans an even more immersive entertainment experience,” said Brian Goldner, Hasbro’s President and CEO.

“In 2012, we continue to have several strong motion picture and television entertainment backed properties that are selling well at retail and our entertainment strategy remains strong and on-track,” Goldner said. “Through our own Hasbro Studios for television and in partnership with several movie studios including Paramount, Universal, Sony and Relativity, we are creating entertainment experiences around many of our highly popular iconic brands. For the full year 2012, we continue to believe, absent the impact of foreign exchange, we will again grow revenues and earnings per share.” Continue reading →