It was only a matter of time before the success of The Avengers and The Hunger Games had an affect on the industry. In a relatively last minute move, Variety is reporting Paramount is pulling G.I. Joe Retaliation from this summer’s movie line up to convert the film into 3D. The movie will now be released on Mar 29, 2013. Paramount was apparently motivated to make the move because focus groups questioned why the film wasn’t in stereo and that the movie would make even more money oversees.
It’s amazing that focus groups have this much sway with movie studios, especially considering how much hype this movie had and that it was due to be released in a month. And honestly, this could backfire spectacularly for Paramount. They’ve already spent $125 million + marketing fees, will have to shell out another $10 million to post convert the film and plan another marketing blitz to make sure we don’t forget the film. Plus, most audiences are wise to movie studios using 3D as a cash grab, so if this conversion isn’t good or their just not in the mood for it, audiences will probably stay away.