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Live, Die, Repeat (Or How I Learned To Stop Worrying And Love Rebranding)

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Live, Die, Repeat (Or How I Learned To Stop Worrying And Love Rebranding)

Chris Scalzo

Despite a B+ CinemaScore and a rock solid Rotten Tomatoes score of 90%, the Tom Cruise’s “Edge Of Tomorrow’ still hasn’t crossed the $100 million mark (domestically at least).  It’s a shame, and one Warner Bros. is trying to fix via an unusual move.  Rebranding. 

I guess the fine folks as the WB feel the film’s poor performance is at least partially due the title…?  They’ve updated the title on IMDB to ‘Live, Die, Repeat’.  Check out the updated poster and the Blu-Ray cover.

It’s a bold move and a shame it evened had to happen.  ‘Edge Of Tomorrow’, sorry, ‘LDR’ is one of the more interesting, smart, and thrilling sci-fi films of the past 10 years.  Cruise is at the top of his game, Emily Blunt is a strong female lead and the director, Doug Liman, delivers one of the strongest films of his career (Swingers, Go, The Bourne Identity, Mr. & Mrs. Smith). 

Hopefully this cosmetic change will give the film a well-deserved boost come cable, streaming, and blu-ray sales.  It deserves to be seen.

How say you?