Under the pyrotechnic supervision of Michael Bay, Hasbro’s films based on the “Transformers” toy line are some of the most successful movies of all time, grossing a collective $3.7 billion worldwide. While many thought the company’s adaptation of the equally iconic “GI Joe” action figures would be a surefire hit, the two entries released in 2009 and 2013 only produced modest returns and nowhere near the same kind of fandom generated by Optimus Prime and his crew. As Hasbro preps a Marvel Cinematic Universe-style reboot of their intellectual properties, the company thinks they’ve cracked the “GI Joe” film formula, which involves making the paramilitary soldiers appeal to a younger demographic.
“The world has changed, and I think you’re going to see G.I. Joe changing with it,” Simon Waters, who presides over consumer products for Hasbro Studios, said in an interview with the LA Times. “There’s going to be a much more contemporary approach to the whole franchise, and that will allow us to develop different characters.”
Waters further elaborated that they would be taking “a more millennial approach” for the reboot while Steve Davis, a chief content officer at the company, expanded on the idea of modernizing “Joe.”
“We hope to create a head snap. 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,” he explained.
Specifics are still being kept under wraps — the article mentions that the reboot’s script is still being written, with no definite release window yet — but, if a second crack at the franchise does the trick, the plan is to include other properties in the cinematic world, including “ROM,” “Visionaries,” “M.A.S.K.” and “Micronauts.”