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Article: Will movie turn GI Joe into soldier of fortune?(News)(Paramount Pictures Corp. and Hasbro Inc. planning a movie)
- Article from:
- Advertising Age
- Article date:
- August 20, 2007
- Author:
CopyrightCOPYRIGHT 2007 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: CLAUDE BRODESSER-AKNER
cbrodesser@adage.com
GI joe is a real American hero-and that might be a bit of problem for both Paramount Pictures and Hasbro.
Their relationship would appear to be on extremely solid footing: Paramount and Hasbro are both riding high this summer, enjoying the $633 million global box-office haul of the toy maker's smash hit, "Transformers.'' But now, efforts to turn Hasbro's GI Joe into a motion picture are proving particularly fraught.
Deciding whether to make "GI Joe'' at all, let alone how to market it, is nettlesome thanks in large measure to an unpopular American president defending an unpopular war: ...