In what perhaps is the first time ever, a toy company has tried to calm fans of its toy line that the movie based on their favorite toy won’t be horrible. Hasbro has made a public statement on its website to this effect about the live action G.I. Joe movie.
First and foremost, we are not changing what the G.I. Joe brand is about. The name "G.I. Joe" will always be synonymous with bravery and heroism.
One of the scariest things to a lot of uber-fans was that G.I. Joe was going to be based out of Brussels. Hasbro says, no way fools, "The G.I. Joe team will not be based in Brussels. Instead, they will be based out of the 'Pit' as they were throughout the 1980s comic book series."
This message is slightly reassuring, but Hasbro hasn't had a very good track record to assure us of cinematic quality. Let’s take a look at past Hasbro tie-in film success for a moment. Transformers: The Movie (animated) had a beloved character die and a plot that made no sense. G.I. Joe: The Movie (animated) never made it to theaters and introduced a plot element so bizarre that it is has never been acknowledged again in G.I. Joe fiction. Hell, it’s almost gone from our collective memories... Golobulus who? Now in the success category you can firmly put the live action Transformers (which still split a lot of die-hard fans) and the Care Bears film.
Regardless, it’s kind of cool to see that Hasbro cares enough about its fans that it wants to try to calm our fears. I know there’s a lot of Hasbro haters out there, but it’s almost a breath of fresh air to see them care at least a little bit about us to put something like this out.