Studios often lament the fact they have to remarket a movie when it’s about to hit home entertainment platforms, costing them millions in extra advertising dollars.
But in “Edge of Tomorrow’s” case, Warner Bros. Home Entertainment appears to be embracing the chance for a redo and is touting the film’s “Live Die Repeat” slogan over the film’s actual title (see below). The original source material for the time-looping Doug Liman-directed sci-fi actioner was “All You Need is Kill.”
On the film’s DVD and Blu-ray disc packaging, available for purchase Oct. 7, the title doesn’t even appear until Cruise and co-star Emily Blunt in the same line.
And on many video-on-demand services, the title is actually is listed as: “Live Die Repeat: Edge of Tomorrow.”
“Edge of Tomorrow,” although well received by critics, stumbled at the box office, earning $364 million worldwide, and just $99 million in the U.S.
That’s not to say “Live Die Repeat” wasn’t prominent in the film’s original marketing campaign.
The slogan was front and center in the film’s posters and billboards, creating potential over the film’s title, as well. But on a smaller box cover — and its final design — the words stand out even more.