New Movie Strategy: Avoid a Bad Rep by Retitling

Edge of Tomorrow cover

I find this vaguely clever, since I still want to see the Tom Cruise/ Emily Blunt science fiction movie Edge of Tomorrow when it comes out on DVD and Blu-ray on October 7. And I agree that the title is terrible, since it sounds like an old soap opera.

Vox.com is reporting that Warner Brothers is doing its best to rename the movie for home markets, using the previous tagline “Live. Die. Repeat.” as if it was the movie’s title. You can see that at Amazon Instant Video, for example, where the preorder is titled Live. Die. Repeat: Edge of Tomorrow. (The same is true on iTunes.) The Blu-ray is still listed under the original title, but as you can see from the packaging, they’re working on creating a different impression on the casual buyer. Clever!

Edge of Tomorrow cover



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