G.I. Joe, Oh No

Tomorrow, ‘G.I. Joe: The Rise of Cobra‘ hits theaters with a $300 million production and marketing push behind it. It’s expected to be one of the biggest blockbusters of the summer, but few know what the film’s actually all about. Why’s that? Paramount, the studio behind the big-budget action flick, has decided not to screen the movie for critics. After being bashed for ‘Transformers,’ which went on to make nearly $1 billion at the box office worldwide, Paramount execs are going to make the critics wait until the general release and let the “audiences … define this film.” Of course, there have been a few exceptions, including Ain’t It Cool News “Head Geek” Harry Knowles. As a result, the early reviews have been highly favorable, though many are expecting a quick backlash when critics can finally get a chance to see it. In another highly unusual move, studio execs are focusing on “the heartland,” staging screenings for servicemen and women instead of critics in the mainstream media. What do you think? Is this just a sign that this is one flick to skip? What do critics know anyway? Should we stop paying attention to the “experts” and let the movies speak for themselves? Do you read reviews? 

image courtesy Paramount Pictures