Paramount Pictures gave the movie its homeland premiere at the base for Air Force One, flying out its stars Channing Tatum, Sienna Miller, and Marlon Wayans for a helicopter tour, meetings with the base commander and airmen, and a red carpet replete with paparazzi and billowing American flags.
Launching the film to a military audience is just one part of a highly atypical marketing and publicity campaign for GI Joe, which opens nationwide and in most foreign markets this Friday. Paramount is sidestepping the traditional Hollywood showcase and courting of the national print media in favor of taking the picture directly to America's heartland.
Paramount Pictures is going to the heartland for the marketing and promotion of GI Joe: The Rise of Cobra. The Los Angeles Times reports on the film's marketing effort, which includes clips playing at the Mall of America in Minnesota, advertising with the CMT Awards, and a partnership with the Kid Rock and Lynyrd Skynyrd concert tour: