G.I. Joe and Adult Swim in Web-to-TV Experiment

Now seems like as good a time as any to “re-invent” G.I. Joe for a new, darker generation and the folks at Cartoon Networks AdultSwim are attempting just that with a series called G.I. Joe Resolute.

However, instead of simply putting the new cartoon right into the TV line-up, they are trying something a little bit different:

The show, which was first announced on Ellis’s blog last summer, is a 60-minute story that will be broken up into 11 episodes. The first ten episodes will run for around five minutes each and the finale will run for ten minutes.

Only the first ten episodes will air on AdultSwim.com. At midnight on April 25, the finale will air as part of a special viewing of the show in its entirety on Cartoon Network.

This will be one to track in terms of how much buzz and traffic can be created and how many people will follow the series from the web to TV.  Unlike pervious attempts to combine these platforms, like streaming a premiere episode or transplanting a series, this feels like a more organic approach and I believe it will benefit all involved.

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• G.I. Joe Resolute Clips Now Online (themovieblog.com)
• Warren Ellis’ Animated ‘G.I. Joe: Resolute’ Debuts With A Bang… Lots Of Them! (splashpage.mtv.com)

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