Hasbro to Reboot ‘G.I. Joe’ for Younger Audience, New Cinematic Universe

Another Transformers sequel is hitting theaters in a couple months, but this one could be the start of a new era for the franchise. Not only will it spawn a solo movie for Bumblebee, which is due out in 2018, but it could possibly also help reboot a new G.I. Joe series if Paramount and Hasbro are indeed thinking in big Marvel-sized terms.

In 2015, we heard the studio and the toy company were looking to start a new cinematic universe, one that would incorporate the brands M.A.S.K., Micronauts, Visionaries and ROM (a bunch of writers began work on that a year ago). That’s still in the works, but G.I. Joe will be the first step. And if they want this version of the action figure-inspired series to do better than the last, jumping off the more successful Transformers movies could be a good way to go.

And piggybacking is big right now, hence the reason so many fans believed and wanted Life to be secretly tied to a Venom movie.

While there’s no certainty that could happen with Transformers and G.I. Joe, despite fans wanting such a crossover for years (and apparent plans for something in the past), Hasbro has been talking lately about the intentions for the G.I. Joe reboot. According to one executive speaking to the L.A. Times, the screen version is taking a younger “more milliennial approach,” whatever that might mean. He also says the new Joe is more contemporary, a response to the changing world.

“We hope to create a head snap,” he says. “It’s a different kind of Joe—one that still resonates with Joe fans but brings in an uninitiated audience and expands the audience internationally and domestically.”

As its own studio, Hasbro could be a Hollywood player akin to Marvel if it plays things right. Hasbro has been a producer on its movies so far and is now getting into financing them, as well. All it needs is a single distribution home, as Marvel has with Disney, in order to connect all its movie properties. Paramount seems like the place. The studio’s upcoming My Little Pony isn’t at Paramount like Transformers and G.I. Joe, but that wouldn’t be a good fit for the Hasbro cinematic universe anyway.

It’s a big undertaking, too, one where they need to be sure audiences around the world won’t be tiring of Transformers anytime soon. And trust that if huge numbers weren’t there for G.I. Joe when the Rock, Bruce Willis and Channing Tatum were involved, there’s still going to be interest in some other, younger-leaning incarnation. Hasbro isn’t ready to go into more detail or reveal a release date for anything yet, but hopefully we’ll get it soon, maybe even a tease within the year.


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