GI Joe is a blockbuster hit thanks in no small part to the fact young males love explosions.  The international market has also been surprisingly receptive to the American-focused hero, but Paramont Pictures International is rolling out a multimedia campaign to continue the push.

From The Hollywood Reporter: {link no longer active}

The military marketing campaign will include media, social, viral and mobile Web during the international rollout of the action picture in August.

The digital campaign includes viral videos, extended clips, online games, Facebook applications, mobile sites and applications, as well as initiatives in Sony’s online community PlayStation Home, PPI said.

PlayStation Home has spaces promoting upcoming and existing games, but this will be the first time a non-Sony Pictures movie gets significant promotion on the PlayStation 3 social experiment.  We’ll hop onto Home later this week to see what s doing.