G.I. Joe: The Movie

Stephen Sommers, director of hit movie series The Mummy and The Scorpion King, is set to release the film adaptation of the 80’s hit animated series, G.I.Joe. Set for release in 2009 with working title G.I. Joe: The Rise of Cobra, the initial plot revolves around a special group of mercenaries located in Brussels known as G.I.JOE which stands for “Global Integrated Joint Operating Entity”. The change in the meaning of the acronym from the original “Government Issued Joe” has brought uproar on the original action series’ fans saying the change has turned G.I. Joe into a multicultural soldier with no American affiliation.

In response, Hasbro, the brand creator sent a message to the G.I. Joe fans to clarify some of the facts regarding the G.I. Joe live-action movie being developed under Paramount Pictures.

First and foremost, we are not changing what the G.I. Joe brand is about. The name “G.I. Joe” will always be synonymous with bravery and heroism.
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This movie will be a modern telling of the “G.I. Joe vs. Cobra” storyline and its compelling characters that Hasbro created 25 years ago. The G.I. Joe team will not be based in Brussels. Instead, they will be based out of the “Pit” as they were throughout the 1980s comic book series. And, in keeping with the G.I. Joe vs. Cobra fantasy, the movie will feature characters and locations from around the world. Duke, the lead character and head of the G.I. Joe team, will embody the values of bravery and heroism that the first generation of G.I. Joe figures established.

Aside from the movie photos, there hasn’t been any teasers released. Meanwhile, here’s a 1987 G.I. Joe animated movie from youku.com

It could be noted that the original 12-inch G.I. Joe action figures were created to match the success of its female counterpart, Barbie, in 1963. The brand was launched on 1964 in a World War II theme to represent the U.S. Armed Forces. The success was followed by the release of comics and TV series, A Real American Hero, which led to the creation of the 3.5-inch version.