“G.I. Joe” to enforce age (and gender?) apartheid at box office (updated)

It’s hard to tell from the wilds of deepest North Orange County, but I’m guessing that Hollywood’s in a mild state of shock following the very unexpected death of John Hughes, without a doubt one of the most influential writers and directors of the past two-and a half decades. Nevertheless, life goes on and the box office is the fact of life in the film business.

And so it is that, Lord help us all, “G.I. Joe: The Rise of Cobra” seems poised to take this coming weekend’s chase for the green fairly effortlessly. Indeed, the always jovial Carl DiOrio of The Hollywood Reporter expects something in the neighborhood of $45-50 million. As mentioned here before, the actioner hasn’t been screened for critics, an increasingly common studio ploy that is nevertheless still somewhat rare for a film as high profile as this one.

Variety‘s Pamela McClintock, though not setting any numbers out for us, remarks that the action/sci-fi flick and toy/game marketing device is:

…sparking strong interest among both young and older men, as well as some curiosity among younger femmes, according to tracking.

Why any sensible young person of either gender should be interested in this film eludes me, but I guess we’ll have to see if there’s enough insensible ones from both to make this film more than a young male bastion. I should also add that some critics in the online and foreign press have managed to somehow see the film despite Paramount’s non-screening decision, and the Rotten Tomatoes numbers are less dismal than you would expect. Still, in my estimation, the best reviews lack all conviction while the worst are filled with passionate intensity, though the rough beast we call the teenage populace will not be stopped from slouching towards the Plex-ville. (My profoundest apologies to Mr. Yeats.)

Intriguingly, while both Variety and THR say “Joe” will be deploying to 3,500 screens, Box Office Mojo has the film in over 4,000 theaters. The cinematic Powell doctrine, anyone?

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