There’s been no small amount of hand-wringing about "Edge of Tomorrow’s" lukewarm performance at the box office, especially among critics who loved the film. Many laid a substantial part of the blame at the feet of the movie’s utterly generic title, a pronounced shift from the far more colorful (if no more intelligible) "All You Need Is Kill" of its Japanese novel source. As "Edge" drew closer to opening, the slogan "Live Die Repeat" seemed to acquire a more and more prominent position in the movie’s ads, until it nearly supplanted the title itself.
With its upcoming Oct. 7 release to home video and download, it seems as if Warner Bros. has pulled the trigger and effectively allowed "Live Die Repeat" to supplant the movie’s real title. Here’s the Blu-ray artwork, which makes it seem like Tom Cruise and Emily Blunt costarred alongside an actor named "Edgeoftomorrow." ("Please, call me Ed.")
On iTunes, at least, it’s possible Warner Bros. is just covering its bets on the off chance people are genuinely confused about the movie’s name. But it will be interesting to see if the movie fares any better under a title that doesn’t sound like it belongs to a daytime soap opera.