After the successful release of The Rise of Cobra, Rob Moore, the studio vice chairman of Paramount Pictures, stated in 2009 that a sequel would be developed. In January 2011, Rhett Reese and Paul Wernick, the writers of Zombieland, were hired to write the script for the sequel. The movie was originally thought to be titled G.I. Joe: Cobra Strikes, which was later denied by Reese. Stephen Sommers was originally going to return as director of the sequel, but Paramount Pictures announced in February 2011 that Jon Chu will direct the sequel. In July 2011, the sequel's name was revealed to be G.I. Joe: Retaliation.
Chu stated that his film will be much different from the original. He said that they do address killing off the characters from the first film a little bit in his film, but his movie is about the new characters, and that it was partially his idea to reboot the franchise. According to Chu, the comic book interprets it in one way, and even the cartoon series switched theme songs in the middle, so everybody interprets it in a different way. "It’s the same world, but at a different point, so let's pay homage to the old stuff, but also do new stuff."
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