Your eyes don’t deceive you. Warner Bros. has given Doug Liman’s Edge of Tomorrow yet another new name. According to the US iTunes pre-order page, the new title is hideous: Live Die Repeat: Edge of Tomorrow. According to the spine on the newly released Blu-Ray art, it’s Live. Die. Repeat./Edge of Tomorrow. Yuck.
We all know that the film underperformed in a big way, and Warner is doing anything they can to boost sales. Their strategy seems to be avoiding the title ‘Edge of Tomorrow’ any way they can. You might remember the poster they shipped to theaters after the first dismal opening week:
The eagle-eyed among you may notice that the actual name of the movie is only shown in the website URL at the bottom. I don’t get it. If you want people to go see your movie, you might wanna feature the title more prominently, but hey, what do I know? I’m just some dumbass who writes on a movie blog. However, if you type “live on the edge” into a google search, you’ll see suggestions like this:
It should also be noted that the “Live Die Repeat” tagline, which was featured prominently in the film’s pre-release marketing, also caused some confusion:
Could title confusion have been to blame for All You Need Is Kill Edge of Tomorrow Live on the Edge Live Die Repeat‘s disappointing domestic box office performance? Someone at Warner Brothers seems to think so.
Thanks to DVDActive for bringing this to my attention.