Paramount Pictures is preparing to bring G.I. Joe back to theaters, and the studio has assembled an unexpected creative team to lead the franchise’s return.
According to Deadline, the upcoming G.I. Joe reboot will arrive in theaters on October 20, 2028, with Bradley Cooper portraying the iconic military hero Duke and Danny McBride stepping behind the camera to direct.
McBride, best known for his comedic performances in Eastbound & Down, The Righteous Gemstones, and Pineapple Express, also co-wrote the screenplay alongside Jeff Fradley and John Carcieri.
While McBride’s involvement might surprise audiences familiar with his comedy work, he has also demonstrated an interest in darker material, having collaborated on the screenplays for 2018’s Halloween and its sequels.
Whether that experience translates into a more serious interpretation of Hasbro’s military franchise remains to be seen.
G.I. Joe Gets Another Chance at the Box Office
The upcoming film represents Paramount’s latest attempt to establish G.I. Joe as a major theatrical franchise.
The property previously reached theaters with 2009’s G.I. Joe: The Rise of Cobra, starring Channing Tatum as Duke, followed by 2013’s G.I. Joe: Retaliation, which featured Dwayne Johnson and Bruce Willis.
Paramount subsequently attempted to revive the property with 2021’s Snake Eyes: G.I. Joe Origins, starring Henry Golding. However, the film struggled commercially, grossing approximately $40 million worldwide against a reported production budget of $88 million.
The disappointing performance effectively stalled the franchise’s theatrical momentum.
Bradley Cooper at a public appearance. Photo: John Bauld / Wikimedia Commons (CC BY 2.0).
Now, Paramount appears ready to start fresh with Cooper taking over the role of Duke, one of the most recognizable characters in the G.I. Joe universe.
Cooper brings considerable star power to the project, having earned widespread acclaim for performances in American Sniper, Silver Linings Playbook, and A Star Is Born. His casting also suggests Paramount is pursuing an established Hollywood leading man rather than building the reboot around a younger, relatively unknown actor.
However, the studio has yet to reveal whether the upcoming film will feature familiar characters such as Snake Eyes, Storm Shadow, Scarlett, or Cobra Commander.
There’s also no indication that the reboot will maintain continuity with previous installments.
Lorenzo di Bonaventura, Mark Vahradian, and Zev Foreman are producing the film for Hasbro Entertainment.
Paranormal Activity Returns Just in Time for Halloween
Alongside the G.I. Joe announcement, Paramount has also adjusted its release schedule for another established franchise.
The next installment of Paranormal Activity has moved from May 21, 2027, to October 22, 2027, positioning the supernatural horror franchise for a theatrical release immediately ahead of Halloween.
The new film will be directed by Ian Tuason and features Chase Yi, Sonia Mena, and Maya Da Costa among its announced cast.
Horror veterans James Wan and Jason Blum are producing alongside franchise creator Oren Peli, with Paramount Pictures and Blumhouse Atomic jointly financing and producing the project.
The move to October makes considerable sense for a franchise built around supernatural scares, particularly given the commercial success of the previous films.
Across seven theatrical installments, Paranormal Activity has generated more than $900 million worldwide, making it one of the most financially successful horror properties of the modern era relative to its modest production costs.
Plot details for the new installment remain under wraps.
Can Paramount Finally Get G.I. Joe Right?
For G.I. Joe, the bigger question is whether Paramount can finally deliver a film that captures the appeal of the original Hasbro property while attracting modern audiences.
The franchise has decades of recognizable characters, military action, and established mythology to draw upon, particularly the long-running conflict between the elite G.I. Joe team and the terrorist organization Cobra.
A screenshot from the G.I. Joe Movies – Paramount+
Yet previous theatrical adaptations have struggled to turn that recognizable brand into a consistently successful movie series.
With Cooper leading the cast and McBride bringing an unconventional creative perspective, Paramount is clearly taking a different approach this time around.
Whether that combination proves successful will depend on what kind of G.I. Joe movie the filmmakers ultimately deliver.
For now, the reboot is scheduled to march into theaters on October 20, 2028.
