After months of delays, Paramount's Snake Eyes film is finally building up its advertising campaign in advance of its broad cinematic run this summer. While the teaser only shows Golding as the popular G.I. Joe character, the campaign indicates that the movie will arrive in cinemas by the 22nd of July. Snake Eyes is a fictional character from the G.I. Joe: A Real American Hero toyline, video game, comic books, & animated series. The film is originally inspired by the video game since Snake Eyes is one of the most popular members of the G.I. Joe Team. He is the squad's first commando, and much of his past experiences and service in the military has remained classified. The massive campaign announces to and excites the Emirati audience to watch the movie in cinemas as soon as it is released with eye-grabbing graphics and a monochromatic design. The visuals use a black background which really makes the ad copy and used photography pop out. The campaign uses the ad copy The Ultimate Threat which reflects the relationship between Snake Eyes and Storm Shadow and their never-ending battle of brotherhood. The campaign also indicates that the film will be exclusively in cinemas on July the 22nd and audiences must attend the movie to uncover Larry Hama's original story which will be demonstrated way beyond the comics. The color black used in the campaign symbolizes mystery, power, and sophistication. The color also provides an aesthetic contrast since red is also used which represents passion & warmth as well as danger, suspense, heat & desire which is suitable for the theme of the movie. The advert also informs audiences that they can now book via theroxycinemas.com or via the ROXY Cinemas App. The campaign was released during the second week of June as Digital Screens which display glimpses of the film along with print adverts in the form of hoardings & lampposts across the city of Dubai.
