With the release date of G.I. Joe: Retaliation, the long-delayed sequel to 2009's G.I. Joe: The Rise of Cobra, right around the corner, Paramount has stepped up their advertising campaign with military propaganda-styled promo videos and a clip of Joe Colton (Bruce Willis) re-enlisting for service with Roadblock (Dwayne "The Rock" Johnson).
The clips represent the latest in a long line of trailers and teasers that have been produced in the name of marketing the film ahead of its March premiere, from the very first trailer, various international trailers, to the most recent footage and TV spot, all of which serve to make G.I. Joe: Retaliation look like a cheesy, entertaining time at the multiplex - and a massive improvement over the previous picture.
While none of the clips feature over-the-top post-conversion 3D shots that we've seen in recent trailers, they still successfully establish the tone for the film. In the first, we're treated to a brief conversation between Colton and Roadblock before the clip turns into an action montage of both characters wreaking havoc on their adversaries.
Check it out below:
Meanwhile, the second clip plays with a veneer of realism that makes it the more unique of the duo by far. Viewers might not even recognize the piece as a G.I. Joe ad until the very end; a lot of that has to do with the verite style employed in shooting and editing the footage, but more credit should be given to the voiceover supplied by the one and only Keith David, who provides the same function for the US Navy's recruitment commercials. The use of David alone elevates the entire video into a truly clever and effective example of promotional material, and it can be seen here courtesy of the Cobra Special Forces viral marketing site Paramount put online yesterday:
Coupled with the video is an equally great poster featuring Cobra Commander himself front and center:
Between this onslaught of excellent marketing, the previous trailers, and all of the advance info our own Ben Kendrick detailed in his set visit report, G.I. Joe: Retaliation is shaping up into what could be a pretty solid popcorn flick. If nothing else, Paramount can pat themselves on the back for doing a top-notch job giving the film visibility after they pushed it to the back burner; yanking it from the 2012 line-up could spell disaster for its box office chances, but the studio's worked hard to coax G.I. Joe: Retaliation back into the spotlight.
We'll have to see how the movie itself fares on March 29th, 2013. Screen Ranters, are you excited for the latest installment in the G.I. Joe series?
G.I. Joe: Retaliation opens in 2D and 3D theaters March 29th, 2013.