Despite its title in the Live-action film G.I. Joe: The Rise of Cobra the Cobra Command doesn't appear as such, instead M.A.R.S. Industries, owned by James McCullen, are presented as the main antagonists. While McCullen built up his company and convinced NATO to fund his Research & Development projects to build more advanced weapons, motivated by his family's heritage, he conceived of an elaborate plan to take over the world: To create an enemy that would inspire fear on a global scale, and make everyone turn to the most powerful individual in the world. To this end, he assembled a small team of specialists and turned MARS' virtually unlimited resources to espionage and terrorism. While not present, there are major hints of what will become the Cobra Organization. M.A.R.S. Industries elite warriors are called Neo-Vipers, soldiers who were enhanced with nanomites who both attack and rewire the subject's central nervous system making the subject completely under the absolute control of their controller a solution derived from the Venom of the King Cobra. Near the end of the movie The Doctor declares himself as the Commander stating: "the time has come for the cobra to rise up and reveal himself" while escaping in a submarine branded with the familiar Cobra logo on its side.
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“Even to this day it is easier than it ought to be for me to get a rise out of an American by telling him something about himself which is equally true about every human being on the face of the globe. He at once resents this as a disparagement and an assertion on my part that people in other parts of the globe are not like that, and are loftily superior to such weaknesses.”
—George Bernard Shaw (1856–1950)