Will the G.I. Joe name brand bring anyone into movie theaters this summer?

The folks behind "G.I. Joe: The Rise of Cobra" sure hope so. It's the latest case of Hollywood leveraging a recognizable brand to ensure box office security.

As to the actual film, it's in the hands of Stephen Sommers, whose best hit to date remains the CGI heavy "Mummy" feature and its inferior sequel. The wannabe blockbuster stars Dennis Quaid, Sienna Miller and a whole lot of zeroes and ones.

The new "GI Joe" trailer is up. Like Sommers' past films, it plays like a greatest hits package of previous hits. Here, we get a dollp of "The Matrix," some "Transformers" action, and, to keep aligned with the superhero vibe, a smattering of "Iron Man."

Sommers is the best Xerox director in the business, but it remains to be seen if kids who once cried, "Yo ... Joe!" will care enough to see his latest copy.

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