PAWTUCKET – Hasbro Inc. and Paramount Pictures have scored their second hit movie of the summer with “G.I. Joe: The Rise of Cobra,” although the film still has a long way to go to recoup its costs.
“G.I. Joe,” which opened Friday, topped the weekend box office in the United States and Canada, selling $56.2 million in tickets at 4,007 theaters. That was more than double the $20.1 million in tickets bought to see second-ranked “Julie & Julia,” Bloomberg News reported.
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“This is a very strong opening,” Gitesh Pandya, editor of Box Office Guru LLC, a New York-based research firm, told Bloomberg. “It shows that people have a healthy appetite for mindless activities, with a movie all about explosions and action.”
“G.I. Joe” follows the blockbuster success of Hasbro and Paramount’s first film of the summer, “Transformers: Revenge of the Fallen.” The sequel’s ticket sales to date total $393.7 million domestically and $817.8 million worldwide, making it the highest-grossing film of 2009 so far, according to Box Office Mojo.
“G.I. Joe” is estimated to have cost $175 million to produce and at least another $100 million to market, according to The Wrap, an entertainment news site.
