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"Edge of Tomorrow" Effectively Renamed in Home Video Release

Posted on Thursday, August 21st, 2014 1:37 PM by Scott Jentsch

Cover ArtThe Tom Cruise/Emily Blunt action movie Edge of Tomorrow is being released on DVD and Blu-ray on October 4, 2014. What's peculiar about the movie's release is that the cover art emphasizes not the movie's name, but rather its "Live. Die. Repeat." tagline (see the cover to the left).

Even though it had two A-list stars, the movie likely didn't perform to expectations in U.S. theaters. Domestic box office receipts totalled just $100 million, which probably didn't excite the studio after it shelled out more than $170 million to make it. While the worldwide box office hit more than $300 million, that's probably lower than expected.

Could the reason for the diminished name on the cover art be that the studio wants to distance itself from a disappointing theatrical release? That would be a first in our recollection, but it's plausible and the only reason we can think of.

Is Edge of Tomorrow the equivalent of damaged goods? Why not just emphasize the names of the stars?

Personally, I liked the movie, but I do think that it was marketed poorly. The movie was better than the advertising made it seem, so perhaps it's one of those movies that will gain a following on home video.

If you would like to find out for yourself, Gift Shop merchant Amazon.com has the movie available for pre-order via the links below:



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