Word: box
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Dates: during 2000-2009
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With his mellifluous voice and unmistakable cadence, William Shatner could make reciting the ingredients on a cereal box sound philosophical - or at least as if he thought they were. From his 1978 spoken-word rendition of Elton John's "Rocket Man" to his latest lyrical spoof of Sarah Palin's farewell speech on The Tonight Show, Shatner has proven himself to be the reigning master of self-mockery. TIME spoke with the Emmy Award-winning Star Trek icon turned Priceline pitchman about his off-camera relationship with Conan O'Brien, buying dinner for J.J. Abrams and why, when it comes...
...great power. "This has only just begun," one of them says, explicitly promising or threatening a sequel. Will there be more of the same? It doesn't matter to me, or I to the filmmakers; my G.I. tract, in fact the communal contumely of critics, is irrelevant to box-office performance. G.I. Joe could be a Transformers-size hit, or it could be another The Golden Compass, the first episode of the His Dark Materials novels; that film cost $180 million and helped drive New Line Cinema out of business. Who knows? Nearly 30 years ago, director Robert Benton mused...
...cartoon, another toy and several videogames. But on Aug. 7, G.I. Joe gets his most challenging mission yet: anchoring his own live-action film. G.I. Joe: The Rise of Cobra hopes it can emulate Transformers and turn nostalgia for the 1980s toys and cartoons into success at the box office. (See pictures of ninja warriors: from myth to movies...
...what's perhaps most unique about G.I. Joe is his staying power. In an era when toy companies completely overhaul their product lines every few years, G.I. Joe has managed to avoid another hiatus. G.I. Joe: The Rise of Cobra might not set any box-office records, but it's a fair bet the movie's namesake will still be a mainstay on toy-store shelves long after the movie is forgotten...
Usually, stars are paid what they will bring in at the box office. So if you get, let's say, Will Smith, you're guaranteed to get his salary or more the first weekend, just by his name alone. The movie doesn't have to be fantastic. But he certainly draws people in, and that's why we pay him the money...