ShoWest, Hollywood’s chance to impress theater owners with its summer wares, came to an impressive conclusion as Paramount showed off footage from G.I. Joe: The RiseCobra, which debuts on August 7th.  Sienna Miller, who plays The Baroness, introduced the footage, a pulse-pounding action sequence involving the destruction of the Eiffel Tower. 

Though some of the footage was included in a previously released teaser trailer and in the Super Bowl spot, the sequence shown at ShoWest appeared to be complete and had the experienced audience riveted to the screen.  USA Today put G.I. Joe: The Rise of the Cobra first in a list of films that got positive buzz from their ShoWest presentations, noting that exhibitors were comparing the Eiffel Tower sequence to the destruction of the White House in Independence Day, which became a major hit in the summer of 1996.

G.I. Joe is the anchor of Tinseltown’s late summer offerings, and its performance could have major effect on what sort of blockbusters that Hollywood studios will be producing for 2010 and the years ahead.  While the Transformers is now a proven performer at the box office, G.I. Joe has yet to prove its mettle as a big screen property.  The success of the Eiffel Tower sequence at ShoWest is an indication that this property might be up to the task, something that could have a big influence on sales of related toys and comics.