Hasbro is looking to once again partner with Paramount Pictures for a G.I. Joe movie — only this time, the company is looking to take "a more millennial approach."
That's according to Hasbro's Simon Waters (via Los Angeles Times), who said, "The world has changed, and I think you’re going to see G.I. Joe changing with it. There’s going to be a much more contemporary approach to the whole franchise, and that will allow us to develop different characters."
A G.I. Joe movie, The Rise of Cobra, was released in 2009 and followed by a sequel, Retaliation, in 2013. Both films grossed over $300 million USD worldwide. However, as LA Times notes, Hasbro is looking to broaden the franchise's appeal, much like its been able to do with the Transformers movies, which have grossed between $700 million and $1.1 billion USD worldwide.
"We hope to create a head snap," said Hasbro Chief Content Officer Stephen David. "It’s a different kind of [G.I.] Joe — one that still resonates with Joe fans but brings in an uninitiated audience and expands the audience internationally and domestically."
Hasbro's ultimate goal is utilize its properties to create a cinematic universe that would potentially include ROM, Micronauts, Visionaries, and M.A.S.K, in addition to G.I. Joe and Transformers.
In other Hasbro news, Transformers: The Last Knight hits theaters June 23. Director Michael Bay recently announced it'll be his final film in the series.
Jordan is a freelance writer for IGN. You can follow him on Twitter @jdsirani.
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