In a shocking move, Paramount has pushed back G.I. Joe: Retaliation‘s release date by a whopping nine months. Originally due on June 29, the film will now be storming theaters March 29, 2013.
Paramount’s justification for the move is twofold. First, they want to add 3D effects in order to more effectively gouge moviegoers out of their ticket prices. Second, they consider that release date better for international business, which is now at least as important to Hollywood’s bottom line as domestic ticket sales.
Films get their release dates adjusted frequently, though rarely in the midst of a marketing campaign. The film had a Super Bowl ad and has already seen several trailers in front of major release. With the March success of The Hunger Games, however, it appears that a new target date was too tempting for Hollywood to pass up. The $125 million film stars Dwayne ‘The Rock’ Johnson and Bruce Willis and is directed by Jon Chu.