I have to admit I was never a fan of G. I. Joe when it was a cartoon in the 80's. However, I have grown to love the idea of G. I. Joe in more recent times. Rather, I love the ironic interpretation of it's intended purpose. When I think of why I like G. I. Joe, I think of Cheat Commandos. And when I think of why I like The Rise of Cobra, I think the same thing. This is something that is so over-the-top macho that it's hillarious. Dennis Quaid delivers his lines like Tony Little, the technology would leave Scotty drooling, the backstories are more contrived than Stargate Infinity, and the testosterone may as well have been dripping from the walls.
Wether or not this movie was good is entirely dependant on the director's intentions, which I don't know. If he wanted to make a serious action movie, he completely failed. If he wanted to make a hilarious, ironic take on the G. I. Joe universe, job well done, sir! The trouble is how difficult it is to divine the director's intentions. If he was being ironic, he was being very subtle. If he was being serious... well, he just plain failed.
The idea I'm trying to portray here is that this is definitely not a movie to take seriously. This is a movie to watch with your friends having nostalgic fun and reveling in the absurdity. G. I. Joe: Rise of Cobra could possibly be to the action genre what Army of Darkness is to horror. There will be some who get it, there will be some who don't and there will be those who insist there is nothing to get. My advise: enter into this movie knowing that it's hilarious. Because knowing is half the battle.