The Live-action film continuity is the fictional universe based upon the 2009 live-action film G.I. Joe: The Rise of Cobra and its 2013 sequel G.I. Joe: Retaliation. This includes toys, video games, comic books and the film's announced sequel. This continuity is based on the A Real American Hero, but is a separate universe from the other segments of the franchise.

This continuity includes:

It was originally unclear to what degree the film Snake Eyes: G.I. Joe Origins is considered a part of this film continuity. While the film features characters from previous films including Snake Eyes, the Baroness and Scarlett, the film features an entirely different history for these characters. The film was stated to be a reboot of the franchise as well as an origin story. It features an entirely new cast, as well as an entirely new story regarding how Snake Eyes came to become a member of the Arashikage Clan.

Another film, G.I. Joe: Ever Vigilant was also announced as being in development as a sequel in the same continuity as The Rise of Cobra and Retaliation. This film's spot on the calendar was replaced with Snake Eyes and its exact status is unknown, as producer Lorenzo di Bonaventura stated in May 2021 that there are currently multiple scripts in development. Furthermore, he announced at this time that previously announced plans for a shared cinematic universe with other various other Hasbro properties had failed and would not move forward.[1] It is unclear how the poor box office of Snake Eyes may affect production going forward.