When it comes to bringing iconic franchises back to life, finding the right creative spark is everything. That’s precisely what happened when Max Landis and Danny McBride were brought in by Paramount to tackle a new feature adaptation of the legendary Hasbro toy line, G.I. Joe.
The studio initially explored different visions for the project, rejecting one approach over creative differences before moving forward with McBride’s distinctive take. This shift quickly led to excitement among those involved, particularly concerning the new material being developed by McBride.
McBride has since confirmed that he has penned a script for an all-new G.I. Joe movie, and development is rapidly moving toward production. He is genuinely fired up about the project, sharing his enthusiasm about getting it on screen soon.
His inspiration for the story comes directly from his deep connection to the franchise; G.I. Joe was a defining obsession during his childhood, a passion he often cited as being stronger than other major properties like Star Wars.
The initial concept McBride approached Paramount involved exploring the history of the Dreadnoks, the mercenaries who served the antagonists Zartan and Cobra throughout the years. However, the studio decided on a different trajectory, prompting McBride and his fellow writers, Jeff Fradley and John Carcieri, to reframe the narrative.
Their collective vision sought to inject maturity and depth into the action-packed world of G.I. Joe. They aimed for a story grounded in suspense and action, moving away from pure comedy and focusing on character drama. The resulting storyline centers around Duke and a crew of other Joes, set within Springfield—a town that is revealed to be secretly controlled by Cobra.
This approach added a compelling layer to the franchise, offering dramatic stakes where previously there was purely action. The writers found that this narrative framework allowed them to explore some very interesting characters and develop a story they all deeply loved, successfully grounding the epic scale of G.I. Joe in a genuinely suspenseful setting.
The legacy of live-action adaptations for the franchise has seen varying results. Since the initial films starting in 2009, including the 2013 sequel and the character-centric spin-off Snake Eyes: G.I. Joe Origins in 2021, the series has faced mixed reception. Despite this, the 2013 installment achieved significant global success, grossing $376 million worldwide, demonstrating the enduring appeal of the brand.
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Credit: Dark Horizons
