Yesterday, a black helicopter raced up to the shore of New York's Robert Moses beach. As it hovered above the water, people rose from their beach blankets and chairs and walked to the shoreline to see what was happening. Was someone being rescued from an undertow? Was it a coast guard training exercise? A rope ladder was unfurled and a man climbed down to its end. He stood there dangling some 20 feet above the water and then started waving as the helicopter slowly pushed forward. As the copter came closer, you could see that the words painted on its sides were not "police" or "coast guard"; rather it read "G.I. Joe." The dramatic event was just another promotion. Albeit a far more effective one compared to the little propeller planes sputtering by, pulling banners promoting the new McCafe coffee and some women’s hygiene product that promoted itself as the ultimate solution for unwanted hair. After the helicopter cruised off, the beach was abuzz about G.I. Joe. Well done Paramount.
—Posted by Kenneth Hein