G.I. Joe: The Rise of Cobra Brings the Joes to the Big Screen

The next offering of the comic book to feature film trend is gearing up to be the next summer blockbuster. Scheduled for release in August 2009, Stephan Sommers' film, G.I. Joe: The Rise of Cobra, has kept fan sites abuzz since the trailer aired during the Super Bowl in January 2009. To keep the anticipation keen, Paramount Pictures recently provided ShoWest attendees a quick glimpse of the unfinished work. G.I. Joe: The Rise of Cobra will be, at the very least, a tribute to special and visual effects. According to IMDB.com, more than 300 named individuals are involved in creating and refining the look and feel of the film.

In 2007, Paramount and Hasbro announced their intention to change G.I. Joe from the iconic American hero to an intentional association of high-tech specialists called the Global Integrated Joint Operating Entity. Outraged fans rebelled and successfully derailed the plan. With the release of the film just months away, fans are alternately excited and concerned about how their favorite characters are going to be presented in the feature film. The mythos of G.I. Joe is strong, especially among the 30-somethings who spent their childhood parked in front of Saturday morning cartoons enthralled by the doings of Cobra and the Joe team. Almost from the day the toys first became available some 45 years ago, G.I. Joe has been a part of the American scene.

G.I. Joe Enters the Market (1964-1969)

Introduced onto the toy market by Hasbro in February 1964, the 12" Joe action figure was intended to capture little boys' attention the way that Barbie had captivated the girls. In its original release, G.I. Joe was available dressed as one of the four branches of the military. There was not much difference other than the uniform between the dolls but accessories packs with items such as footlockers, life jackets, jeeps, and weapons were available to add a bit of flavor to standard Joe. The dolls became very popular with girls as well as boys, as G.I. Joe often gave Barbie's beau, Ken, a run for his money.

The Adventure Team (1970-1976)

The unpopularity of the Vietnam War and the ensuing reluctance by parents to buy military-based toys for their kids was the impetus for changing the theme of G.I. Joe from warrior to adventurer. In 1970, Hasbro launched the repackaged 12" action figure line with a new directive. Instead of saving the world in a military manner, the Adventure Team now explored the world, battled environmental disasters, and helped those in need. The names of the characters changed to reflect the Joes' reassignments and became Land Adventurer, Sea Adventurer, Air Adventurer, and Man of Action. Adventurer was an African-American version. These figures had fuzzy hair and beards and later the famous, Kung-Fu Grip and the Eagle Eyes feature. Eagle Eye made the dolls' eyes move side to side by virtue of a lever at the back of the neck. The repackaging was a success and 1972 was the biggest selling year for G.I. Joe.

A Real American Hero (1982-1994)

Yo, Joe! Without a doubt, the Real American Hero series of G.I. Joe is the most successful version of the line. The combination of updated figures, comic books, and an animated television series successfully transformed the Joes into a top seller for Hasbro. The action figures were scaled down to 3-¾", which was the format used for the hugely successful line of Star Wars characters. The RAH bunch, Hawk, Duke, Snake Eyes, and Scarlett among them, actively battled evil Cobra, represented by characters such as Cobra Commander, Destro, Major Bludd, and The Baroness. In 1983, Sunbow broadcast the first of its two cartoon series based on G.I. Joe, giving the characters their distinctive personalities and brought in a new generation of fans. The cartoons helped to boost sales of the action figures worldwide and provided the impetus to create additional characters and accessories. Improvements to the figures' body continued as well. The 1983 model of the toy line have a "swivel-arm battle grip" and in 1985, the figures' heads were modified for up and down movement.

To add to the clean-cut image of the Real American Hero characters, Sunbow's cartoons tacked on Public Service Announcements at the conclusion of each episode. The shorts were sponsored by the Child Safety Council and presented situations dangerous to children such as hiding in an old refrigerator or being approached by strangers, or were lessons on correct behavior. At the end of each PSA, after one of the Joes had stepped in to save the day, one of the kids would say, "Now I know!", which was quickly followed the Joe giving the now famous response of "And knowing is half the battle!"

G.I. Joe: The Rise of Cobra

The Joe team has come a long way since their entrance into the competitive world of toys in 1964. Sommers' soon to be released film is set 10 years in the future but looks back to the beginning of the Joe team and Cobra's development, giving the audience a peek into the characters complex relationships. The team, described in advanced marketing as "co-ed" even though it has been for more than 20 years, travels the world spoiling the plans of diabolical arms dealer, Destro. Cutting-edge weaponry, advanced spy technology, exotic locales, and tight costumes should provide entertainment value even if the plot falls short.

Considering the iconic nature of G.I. Joe, the film is sure to draw and audience. The studio suspects that there will be a sizable audience and as reported in an interview with Dennis Quaid, who portrays General Hawk, is looking forward to sequels. Whether it has the staying power to support more films, only time and box office will tell.

Sources:

http://www.imdb.com/title/tt1046173/fullcredits

http://www.imdb.com/name/nm0814085/

http://en.wikipedia.org/wiki/G.I._Joe

http://www.adventure-gear.com/atclassic/intro.htm

http://www.comicbookmovie.com/gi_joe/news/?a=6097