In what seems to be turning out to be quite a bold and effective move, Paramount Pictures restricted advance screenings of G.I.Joe Rise of Cobra for review purposes to Entertainment News websites that tend to cater to the "Pop Culture" type fan and completely bypassing the more mainstream film critics for its latest box office summer blockbuster. Many claimed this meant the death-knell for G.I.Joe at the box office; however early reports would indicate that the movie took in somewhere around 22 million on its opening day yesterday and is headed for a opening weekend take of around $50-$60 million.

Not too bad - but to really be considered a financial success, the film will more likely have to continue to do well during its second weekend in order to recoup the alleged $175 million price tag that the movie cost to make. Initial fan reactions and reviews seem to be positive overall despite the late-comer mainstream critics who predictably have been ripping the movie apart, but only time will tell if G.I.Joe really has what it takes to become a major franchise title for the studio and Hasbro who has enjoyed much success with it's other toy-related film Transformers Revenge of the Fallen which has made over $785.2 million worldwide since opening back in June of this year.

If you haven't already, be sure to check out ENI's own REVIEW of G.I.Joe Rise of Cobra and see what we had to say about the movie.