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GI JOE - RETALIATION
POSTED BY EIZ ON THURSDAY, 19 JANUARY, 2012, 7:14 AM
Dwayne Johnson (left) plays Roadblock and Bruce Willis (center) plays Colton in "GI Joe
Retaliation." (Paramount Pictures) The invasion is underway — “GI Joe: Retaliation” won't arrive in
theaters until June 29, but the commando sequel is already ...
GI JOE - RETALIATION
Posted byo Eiz n Thursday, 19 January, 2012, 7:14 AM
The invasion is underway — “G.I. Joe:
Retaliation” won’t arrive in theaters until
June 29, but the commando sequel is
already trying to win hearts and minds with
the new commercial that airs on Super
Bowl Sunday during the big game on
NBC. It’s a film that will be driven by action
and sprinkled with comedy, according to
producer Lorenzo di Bonaventura, but it
also aspires to bridge an interesting pop-
culture generation gap.
When the first film in the franchise, “G.I.
Joe: The Rise of Cobra,” arrived in theaters in 2009, di Bonaventura heard from plenty of confused
people — the common link was that most had grown up in the 1960s or 1970s when G.I. Joe was
a brand name synonymous with the 12-inch-tall military-man toy that introduced the term “action
figure.” They were all unaware of the 1980s reinvention of the brand — in Marvel Comics, toys and
animation — that used G.I. Joe as the code name for an elite, high-tech military force.
G.I. Joe, old-school version (Los Angeles Times archives)“One of the things that everybody kept
asking was, ‘Who is Joe?’ Most of us who didn’t grow up with the comic books or the animated
series hear the name and think of a single person, not a group,” di Bonaventura said. “People who
did grow up with those comics think of it as a plural… I was someone who grew up with the action
figures, so when I saw the animated series I was like, ‘What the hell is this?’ That wasn’t the Joe in
Viewing that schism as a story opportunity, the new movie melds the mythology of different eras by
presenting G.I. Joe both as a group and as an individual. Veteran action star Bruce Willis joins the
franchise as General Joseph B. Colton, the “original G.I. Joe,” and a character that actually
appeared a few times in the later issues of Marvel’s military tales. Now the character moves to the
very center of the on-screen universe.
“In this movie putting a face on who Joe is — in Bruce Willis — and that idea of having the original
Joe is great for the audience that doesn’t know the Joe of the 1980s but knows the Joe of the
1960s and 1970s,” di Bonaventura said. “There’s a combination of these things coming together in
a really great way.”