The original American hero GI Joe has stormed into Hong Kong cinemas in a summer blockbuster that promises non-stop action.
Directing GI Joe: The Rise of Cobra is Stephen Sommers, who helmed The Mummy and The Mummy Returns.
'What sparked my interest was the notion that this would be a cross between a comic book and a James Bond film,' he says.
The movie boasts a cast of both rising stars and industry veterans including Dennis Quaid (Vantage Point), Channing Tatum (Public Enemies), Christopher Eccleston (Doctor Who, Heroes) and Sienna Miller (The Edge of Love).
The movie is based on a popular action figure line, GI Joe: A Real American Hero, first introduced by massive toy-makers Hasbro in 1964. An instant success, the popularity of the first ever 'action figures' would continue on through the Vietnam War era and beyond.
Hasbro president and CEO Brian Goldner, explains the success in terms of bringing children closer to what was going on around the world.
'For a little boy, it was the personification of a hero who could empower him to feel like he was part of the action,' he says.
