Paramount is attempting a different marketing strategy in its effort to promote next weekend's big-budget action movie, G.I. Joe The Rise of Cobra . Although the film has generated widely divergent opinions on entertainment blogs, tracking among moviegoers remains propitious, largely because the studio is targeting middle America, according to the Los Angeles Times. For example, the newspaper cited the decision to preview the movie at Andrews Air Force Base in Maryland, "embed" the movie in the Kid Rock and Lynyrd Skynyrd concert tour, advertise it during the Country Music Television Awards, and screen excerpts on digital screens and billboards at the Mall of America and The Streets of Kansas City, Charlotte, Columbus and Grand Rapids. "The subtext is none too subtle," the Times observed. "Critics are likely to roast the film, and fanboys of the original toy line and comic book may be indifferent, but if you're a flag-waving, NASCAR-loving American, it's practically your patriotic duty to see this movie." As Paramount Vice Chairman Rob Moore put it in an interview with the newspaper, "There are a group of people we think are going to respond to the movie who are normally not the first priority. But we're making them a priority."