Hasbro today issued a press release (see italics below) announcing that G.I. Joe: Retaliation will be pushed back to March of 2013, ostensibly so that it can be converted to 3D. Their reasoning is that fans demand such an “immersive experience”.
Still others, like Brendon Connelly from Bleeding Cool, suggest that it was Battleship‘s underwhelming first-weekend performance that forced the toy giant’s hands. Connelly also points out that Cabin In The Woods and Robin Hood were both pushed back for 3D conversions that it never received, and further suggests that Hasbro is simply fearing the competition this summer. Hmm.
Is Hasbro blowing smoke up our collective ass? Or were they not ready to ship the tie-in toys? March is a lng way to wait for a film that many were already looking forward to. And speaking as someone who feels 3D is way overrated in general, and not worth the money, it’s a pointless move.
The press release:
Hasbro, Inc (NASDAQ:HAS – News),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.”