Hasbro Plans To Take A “Millennial” Approach With G.I. Joe Reboot
Hasbro is drawing up plans to reboot its G.I. Joe film franchise with what is being described as a “millennial” take on the franchise.
Taking inspiration from the company’s popular military toy line, Hasbro previously sought to adapt the property for the big screen similarly to how it adapted its Transformers toy line. Although the latter venture proved to exceed the company’s wildest expectations, neither of its two G.I. Joe films managed to approach the same level of success as Transformers did.
Curious as to why G.I. Joe simply didn’t resonate with viewers in the way that Michael Bay‘s Transformers films did, Hasbro endeavored to find out what might make viewers turn out for Joe in the way they did for Optimus Prime. The answer, according to individuals close to the property, is making the movies appeal to young, particularly millennial audiences.
Per Comingsoon.net, the source of this story:
“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.”
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