Keep in mind that the G.I. Joe sequel is right in the middle of what has been a pretty effective marketing campaign, one that included several well-received trailers, no shortage of official images, posters, and even an oh-so costly Super Bowl TV spot.

Now it won't be coming out until after the next Super Bowl.  So what gives?  Why are distributor Paramount Pictures and co-financiers MGM and Skydance interrupting that campaign and putting themselves in what would seem to be a publicly tough spot.  Post-production 3D conversion.  A Paramount executive reportedly told Nikke Finke at Deadline, "We’re going to do a conscientious 3D job because we’ve seen how it can better box office internationally.”

That makes a certain amount of sense, given how favorably big international markets like China and Russia are responding to big Hollywood 3D movies.  Additionally, anonymous executives also pointed out that the phenomenal success of The Hunger Games proves that March can a viable time to launch commercial juggernauts.

Again, that makes sense, but it would seem to make less sense than staying the course, particularly considering the work that's gone into promoting the film over the last several months.  Summer is this sort of movie's stomping ground, and that June 29 date was one that Paramount has been laying claim to for some time.  And while the specificity of a "conscientious" post-convert suggests that those nine months will be focused on creating the finest possible 3D product, that's a long time, and studios haven't been terribly devoted to ensuring that 3D product is well-executed.

Add to that the logistical issues present in moving all the various promotional and merchandising tie-ins – fast food, toys of every shape and style, magazine covers, etc. – and one begins to get the uneasy sensation that Paramount isn't as confident in G.I. Joe: Retaliation as the well-cut trailers suggested.  The extra nine months naturally lead to a suspicion that some substantial tinkering could be going on in order to get the film into fighting shape.

That's all conjecture, of course.  For all we know, Paramount and co. really are just looking to capitalize on the global 3D boom, but so public a delay this late in the game is bound to bring up questions.

One thing we know for sure, however, is that Dwayne Johnson's arms will be huge whenever the G.I. Joe sequel arrives.  Johnson leads a cast that includes fellow franchise newcomers Adrianne Palicki, Bruce Willis, Joseph Mazzello, D.J. Cotrona, RZA, Ray Stevenson, Walton Goggins, and Elodie Yung, along with familiar Joe actors Channing Tatum, Byung-hun Lee, Ray Park, Arnold Vosloo, and Jonathan Pryce.

Step Up 2: The Streets and Justin Bieber: Never Say Never helmer Jon M. Chu directs from a screenplay by Zombieland duo Rhett Reese and Paul Wernick.