Just a month before its June release in the US, Paramount Pictures has delayed the debut of GI Joe: Retaliation by nine months after another movie based on a Hasbro toy was trounced at the box office by Avengers Assemble.
Movie bosses have pushed back the stateside release of the GI Joe sequel - starring Channing Tatum and Bruce Willis - from June 29 until March 29 next year, in order to adapt the movie for 3-D screens.
The move comes after Battleship, based on the Hasbro board game, debuted at number two at the North American box office with 25.5 million dollars in ticket sales, behind the still-strong Avengers, which brought in 55.6 million dollars in its third weekend of release.
Action films often get most of their revenue from 3-D showings, which cost a few dollars more per ticket and can boost a movie's prospects to make its money back.
GI Joe: Retaliation also suffered from a lack of strong buzz online, according to Ben Carlson, president of market tracking firm Fizziology.