14 DAY TRIAL // Paramount Pictures is advertising “G.I. Joe: The Rise of Cobra” as one of this summer’s most impressive blockbusters, but its latest move in terms of distribution and promotion might indicate that it does not really have that much faith in the film. The movie studio has announced that it will release the much-expected film without screening it beforehand for critics, as The Hollywood Reporter can confirm.
Starring Channing Tatum and Sienna Miller, the film is poised as a major contender at the box-office, with actual great potential to lay the basis for a successful franchise. Reactions to the first trailers and posters have been incredibly warm, with most even going as far as to say that “G.I. Joe” seems to have all the necessary ingredients to be even bigger and better than “Transformers: Revenge of the Fallen,” the sequel that opened in theaters this year.
“In a highly unusual move, Paramount will open its summer tentpole ‘G.I. Joe: The Rise of Cobra’ on Friday without screening it beforehand for critics or other media. Par execs say they are trying to protect ‘Joe’ from the kind of critical savaging unleashed on its recent ‘Transformers’ sequel. ‘After the chasm we experienced with “Transformers 2” between the response of audiences and critics, we chose to forgo opening-day print and broadcast reviews as a strategy to promote “G.I. Joe.” We want audiences to define this film’.” THR writes of the strange move on behalf of Paramount.
As it must be common knowledge by know, it’s highly unusual for a movie studio to release a movie without screening it first for the critics. As such, this is generally considered a strategy that is employed only in emergency situations, like when the studio or other big players in the industry see the film as a complete failure, and the best way it can still make some money on it is by not allowing critics to see it before release and, thus, thrash it and discourage viewers from paying for a ticket. With an estimated cost of $175 million, Paramount can definitely take no chances with “Joe,” as several US media outlets have already pointed out.
“The angel on my shoulder who is above it all would like to say that it wouldn’t affect my review, but of course it doesn’t help with goodwill. But business is business. They’ve got a job to do, and I’ve got a job to do. I don’t take it personally. I’d just have to see it the day of the opening.” Washington Post film critic Ann Hornaday says, as cited by the aforementioned movie-oriented e-zine.