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- The Transformers & G.I. Joe Movies and the Power of Global Appeal
- Transformers Have Been Consistent in Terms of Marketing, G.I. Joe Has Not
- Transformers Appeals to Kids Bringing in New Fans, G.I. Joe Caters to Older Fans
- G.I. Joe’s Military Angle Makes It Far More Complicated
As someone who grew up in the 80s with a love for both G.I. Joe and Transformers, it’s fascinating to see how these two iconic franchises have evolved over the years. I remember playing with my G.I. Joe action figures, their guns clicking away as they battled COBRA, all while my Transformers stood by, ready to transform into vehicles or robots at a moment’s notice.
In the ’80s, both Transformers and G.I. Joe became globally recognized toy brands. A significant part of their fame can be attributed to their thriving toy lines and comic books from Marvel, as well as animated series that were popular at the time. The two franchises have such a strong connection that the ending of the 2023 movie Transformers: Rise of the Beasts hints at a crossover between Transformers and G.I. Joe. Moreover, the latest Skybound Comic series reinforces this bond by intertwining the stories of these two iconic franchises.
Despite both franchises enjoying iconic status, it’s remarkable that Transformers has persisted more vigorously. This is surprising given that G.I. Joe predates Transformers by several years, having debuted in 1964, and its ’80s rebrand was significantly more successful than Transformers. In fact, from the 2000s onwards, Transformers transformed into a worldwide phenomenon, consistently introducing fresh elements with each new adaptation, whereas G.I. Joe faced challenges in securing a renewal and, most crucially, a new fanbase. The question remains: Why has Transformers outperformed G.I. Joe at the box office and within broader cultural discussions?
The Transformers & G.I. Joe Movies and the Power of Global Appeal
Comparing Transformers and G.I. Joe films reveals a significant gap in popularity. The 2007 film Transformers, directed by Michael Bay, was one of the year’s biggest hits and marked a new phase for blockbuster cinema. Interestingly, this successful franchise helped pave the way for a G.I. Joe movie. However, if we compare the box office success of their first films, it’s evident that Transformers has a far larger global impact. The domestic and worldwide earnings of G.I. Joe: The Rise of Cobra were $150 million and $302 million respectively, whereas Transformers made $709 million globally, which is more than double the worldwide total of G.I. Joe’s first entry.
The standalone movies from the same franchise show a significant disparity in earnings. Compared to Snake Eyes: G.I. Joe Origins, which made $28 million domestically and $40 million worldwide, Bumblebee surpassed Snake Eye’s total global earnings in just one week and ended up with $127 million at the domestic box office and a staggering $467 million globally. Although it’s not entirely fair to make direct comparisons because Bumblebee was released during a robust cinematic holiday season in 2018, while Snake Eyes: G.I. Joe Origins debuted as theaters around the world were gradually reopening, it seems unlikely that Snake Eyes would have matched Bumblebee’s success even under different circumstances. Both movies are spin-offs from Hasbro toys based on beloved characters who can’t speak, but in every category, Bumblebee appeared to have the upper hand.
A significant factor contributing to the Transformers movies’ popularity is their broader international appeal compared to G.I. Joe. Originating from Japan, the Transformers brand has a more extensive global presence than G.I. Joe, which has traditionally been more associated with the United States. In the mid-2000s and especially in the 2010s, Hollywood started focusing equally on appealing to international audiences as they did domestic viewers. The alien robots of Transformers, without any national identity, made them relatable and approachable for people worldwide.
As a fan, I’ve noticed that G.I. Joe has made a concerted effort to expand its global reach since the release of “G.I. Joe: The Rise of Cobra”. They’ve reinvented the G.I. Joe unit as a UN-backed force, comprising members from various corners of the globe. In “G.I. Joe: Retaliation”, they brought in the global phenomenon that is Dwayne Johnson to attract a wider audience. Moreover, “Snake Eyes: G.I. Joe Origins” shifted the focus to a Japanese-centric storyline involving Snake Eyes and a ninja faction of the franchise, departing from the traditional U.S. military unit narrative. However, despite these efforts, G.I. Joe remains strongly tied to its original image.
Transformers Have Been Consistent in Terms of Marketing, G.I. Joe Has Not
The movie “Transformers” debuted in theaters on July 3, 2007, following a highly effective marketing campaign that lasted an entire year. This Michael Bay-directed action film became a highly anticipated summer blockbuster due to its promotion. Typically, the Transformers movies were released near the Fourth of July holiday weekend by Paramount Pictures, and they followed a consistent marketing pattern. The Transformers series has maintained a regular release schedule. The original trilogy was spread over four years, with a two-year gap between each installment. Three years separated “Transformers: Dark of the Moon” from “Transformers: Age of Extinction,” which was released in 2014, and another three years passed until “Transformers: The Last Knight” came out in 2017. However, a three-year gap is standard for sequels in this franchise. “Bumblebee” premiered one year later in 2018. The longest break between films was the five years between “Bumblebee” and “Transformers: Rise of the Beasts,” but even now, “Transformers One” will be released only a year after “Rise of the Beasts.
Despite G.I. Joe’s rich history and popularity, its marketing strategy hasn’t been as steady compared to other franchises. In fact, it has seemed almost purposefully haphazard, which could work against it. The year 2009 was a significant one for Hasbro, with Paramount Pictures releasing both “Transformers: Revenge of the Fallen” and “G.I. Joe: The Rise of Cobra”. Apart from character promotional photos released in 2008, viewers didn’t get their first glimpse of the movie until the Super Bowl ad on February 1, 2009, a mere seven months before its release. In contrast, “Transformers: Revenge of the Fallen” unveiled its trailer during the Super Bowl, but it was a sequel to an established film that already had a loyal fanbase. Conversely, “G.I. Joe” needed to create interest much earlier in the game.
Initially, it appeared as though the movie “G.I. Joe: Retaliation” was progressing smoothly, with plans to premiere three years after the initial film. However, only a month before its scheduled June 29, 2012 release, Paramount Pictures opted to delay the film until March 28, 2013. This decision came despite an already active marketing campaign for the movie. As a result, viewers who were aware of the upcoming premiere might have been puzzled when they continued to see trailers for the film in December 2012. The new release date also meant that there would be a four-year interval between the two films.
Eight years after “Retaliation,” another G.I. Joe film titled “Snake Eyes: G.I. Joe Origins” was set to premiere, marking a new beginning for the franchise. Originally slated for 2020, the release of “Snake Eyes: G.I. Joe Origins” was postponed due to the COVID-19 pandemic. Paramount rescheduled the film for October 16, 2021. However, similar to “G.I. Joe: Retaliation,” Paramount made a last-minute change to the release date of “Snake Eyes: G.I. Joe Origins,” causing disruptions in the overall marketing plan for the film’s associated merchandise.
Back in April 2021, I learned that the movie would hit the screens on July 23, 2021. This gave us a tight timeline for our marketing efforts, as we needed to inform viewers about the upcoming release within just two months. Additionally, it meant that the toys based on this film wouldn’t be available until several months after its theater debut. Moreover, the release date coincided with the early stages of theaters reopening, when people were generally more cautious about returning to cinemas.
It appears that the G.I. Joe film series has faced some challenges, including a small selection of films, inconsistent storylines, and two out of three movies experiencing last-minute adjustments in their release dates, which may have given them an unfair edge.
Transformers Appeals to Kids Bringing in New Fans, G.I. Joe Caters to Older Fans
Hasbro has made greater efforts than G.I. Joe to maintain the Transformers brand as fresh and appealing for its primary audience – young children. Following the release of the Transformers movie, an animated series titled “Transformers: Animated” premiered on Cartoon Network from 2007 to 2009, filling the gap between the original film and “Transformers: Revenge of the Fallen.” This was followed by new Transformers toy lines, video games, and multiple animated series between films, keeping the brand alive in the minds of young children. As a result, the Transformers brand remains relevant, ensuring its continuous presence. In fact, Paramount Pictures is preparing to release an animated Transformers movie titled “Transformers: One,” intended for younger audiences, with the hope of attracting a new generation of fans.
Unlike the Transformers, which have enjoyed widespread marketing since their first movie, G.I. Joe has had relatively limited exposure. Prior to the release of “G.I. Joe: The Rise of Cobra,” there was a well-received short-form web series called “G.I. Joe: Resolute” in 2009 and an animated series titled “G.I. Joe: Renegades” that followed the film. However, no new animated series about G.I. Joe has been produced since 2011, meaning the brand hasn’t received as much public attention as Transformers.
It appears that children might not be looking forward to a Snake Eyes movie as they probably aren’t familiar with the character or G.I. Joe, given that these were more popular among older fans during their initial release. Contrary to what a franchise needs to do for longevency – attract new audiences – it seems that G.I. Joe is primarily focusing on those who nostalgically recall the series from the 1980s.
G.I. Joe’s Military Angle Makes It Far More Complicated
One reason Hasbro transitioned G.I. Joe towards a more mature audience is due to its military theme, which has raised some eyebrows in recent times when it comes to children’s toys. Originally introduced in the early 1960s and popular during the Reagan era, G.I. Joe aligned well with a pro-military and pro-American sentiment. However, as the War on Terror began, the brand became increasingly controversial due to shifting global and domestic perceptions of the American military. Initially planned for a movie adaptation, G.I. Joe was eventually replaced by Transformers, as it seemed more fitting for audiences during the U.S.’s engagement in Iraq.
Discussing the military-themed toys from G.I. Joe, one of the contentious aspects that often sparks debate is the inclusion of toy guns. The discussion about toy guns has grown even more intense in recent years due to the rise in school shootings. Unlike the original G.I. Joe cartoon which preferred sci-fi technology over gunfire and killing people, the toy line is deeply connected with military themes, leading some to perceive it as propaganda. It’s worth noting that while Megatron, a character from the Transformers toyline, was initially designed as a gun, Hasbro swiftly changed this concept, presenting Megatron more commonly as an alien tank or aircraft instead. Unlike G.I. Joe toys, other Transformers that adopt military vehicles don’t carry the same stigma due to their transformation into robotic forms, which is often considered the main attractive feature of these toys.
In contrast, both Transformers and G.I. Joe revolve around two opposing groups battling it out, such as the heroic Autobots against the villainous Decepticons or the G.I. Joes versus COBRA terrorists. However, it’s easier to embrace the imaginary world of Transformers since they are robot aliens from another planet involved in a conflict on Earth, which is primarily fantastical and contains elements reminiscent of real-world conflicts. On the other hand, G.I. Joe focuses on real-life concepts like military units and terrorist organizations, sometimes blurring the line between entertainment and reality, leading to accusations of being military propaganda for young audiences. This may be one reason why the brand now targets older fans, as they are perceived as less easily influenced than children.
Compared to G.I. Joe, Transformers has a stronger international following and a marketing approach that effectively captivates children. Unfortunately, it appears that Hasbro and Paramount Pictures struggle with the G.I. Joe film series, frequently changing release dates and causing chaos in their distribution strategy. This inconsistency is one reason why Robots in Disguise has become a box office powerhouse while G.I. Joe seems to be more of an ’80s relic and a niche market. Merging the two franchises in the upcoming Transformers film could offer a fresh boost for G.I. Joe, as it can leverage Transformers’ goodwill. As of now, Transformers: One is playing in cinemas.
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2024-09-22 03:32