It’s been a long way to G.I. JOE and Hasbro the toy company that produces the famous toys. Back in the 60s Hashbro changed the game when stablished a a new segment in the market switching the concept of “dolls” to “action figures” as boys don’t play (or may I say “shouldn’t play” with dolls?). The action figures did well in the market, either because the product was good and popular or just as a result of rebranding a product. The comic dates back to the 1940s, the TV Series are from the 80s and several G.I. Joe movies were made before this one.
G.I. Joe Retaliation is no different from its predecessors, we have the good guys and the bad guys and all the fights, adventures and intrigues in between. The plot point starts in Pakistan when the group of Joes are framed and killed by Zartan (Arnold Vosloo) who is impersonating the President although 3 survive: Roadblock (Dwayne Johnson), Flint (D.J. Cotrona) and Lady Jaye (Adrianne Palicki). With the help of General Joseph Colton (Bruce Willis) the small team retaliate with the mission of rescue the real President of the United States and re establish order.
Although the story and situations are less than plausible, the exotic locations makes a big difference along with awesome choreographed fights among the snowed mountains. The view is just breathtaking.
The film plays with the archetypes good vs evil in all senses. The good guys represented by the G.I Joe soldiers, always fit, well trained, focused and serving their country; while The Cobra team Zartan, Snake Eyes (Ray Park) and Jinx (Elodie Yung) represent Evil with their classical motivation: world domination war, weapons of mass destruction.
A bit too cliché but it is the kind of adventure boys of all ages enjoy to watch.