Having just recently seen Transformers Dark Side of the Moon, despite it not being a great movie, the last third of that movie seemed like a far better GI Joe movie then Rise of Cobra was.
It just goes to show you that it's possible to turn GI Joe RAH into a cool fun flick.
I was and am still a HUGE G.I. Joe fan.
I don't collect like I used to, but when I did, I had a lot of old RAH figures, vehicles, and boatloads of the modern, more recent GI. Joe stuff. I went to the Joe conventions to buy figures, I customized, and I even collected the comic books.
G.I. Joe "adult" fans usually look to the Marvel Larry Hama-written comics as the "definitive" G.I. Joe storyline. Just like Transformers fans look at the "Generation 1" TV series. Hama didn't shy away from portraying Cobra as a ruthless organization and Cobra Commander was painted as a genius mastermind who wasn't afraid to kill his enemies to protect his own role and power. He even tried killing his own son.
The challenge is that G.I. Joe is owned by a toy company whose main focus is always aiming the property at kids. There is the HUGE potential for a very serious storyline because an organized TERRORIST (which Cobra was said to be in the early days before the word "terrorism" became not PC and was replaced with "evil") group is one of the real world's greatest fears. I still hold out hope that they might one day do this.
Hasbro has to border the line between being realistic and fantasy military to attract all movie-goers. Rise of Cobra showed that you can't air an hour and a half toy commercial and hope to draw success. So far Retaliation LOOKS like it's on the right track. Gone are the Power Ranger suits and COBRA looks much more serious than it has been. At least Cobra Commander looks right!
I have better expectations for this movie, but I'm not hoping yet for the picture-perfect G.I. Joe movie that I've always wanted.