Rebrand, Bomb, Repeat: Why titles matter

If you haven’t heard- the film released earlier this year called Edge of Tomorrow (quick plug, finger guns, cheeky wink 😉 ) will be renamed Live, Die, Repeat for its home media release. Logic being that since the film performed way below expected numbers, a rebranding is in order, presumably to start anew and give it a massive push for DVD/Blu-ray. They even went as far as changing the title on IMDB (UPDATE: it has now reverted back to “Edge of Tomorrow” but here’s a screenshot so I don’t look like a lying jerkbag). I have a problem with this. Now, I get the complete apathy you may have to this topic, but bear with me, ‘cos I think it speaks of bigger things than just a dumb name change.

…And it is a dumb name.  A lot of films don’t bother with taglines now for fear of not being taken super fucking seriously, but I’ve always liked them.”Live, Die, Repeat” is a great tagline. It’s to the point and snappy. What it isn’t is a good film name. Whilst the title “Edge of Tomorrow” does sound pretty generic, at least it rolls off the tongue better than “Live, Die, Repeat”, which forces you into a Shatnerian way…of… talking. Considering the film’s concept being a single repeating day, “Edge of Tomorrow” actually fits nicely and makes sense in the context of the film. Granted, the film should be called “All You Need is Kill” as that is the name of the source material, but I can see why they changed that one. It sounds like a parody of sorts.

The film underperformed but it got crazy good reviews. Several film sites I go to have had people excitedly talking about how much they enjoyed the film for months. I enjoyed it immensely. I suspect Edge of Tomorrow is a future cult classic. I’ve already seen far more people talking about over the past few months than I ever remember seeing when it came out in cinemas. It’s got word of mouth on its side here. It’s a legitimately decent film. Quality will out if you give it time. I just don’t see how a title change benefits anyone outside of the Warner Bros. execs and the marketing team. Let’s just count off the ways this may hurt the film.

1) Confusing: Yeah, the film didn’t rake in the cash they wanted, but a bunch of people saw this film. They saw a film called Edge of Tomorrow. It’s alienating those people who aren’t as fucking sad as I am and who don’t read film sites all the time and so may not know of the title change. What happens to the people who enjoyed the film and want to purchase it, unaware of the name switch? In general, consumers are like meerkats- one sense of something being off and they dash underground.

2) Negates some word of mouth: People have been reading about the “best film of the summer that they didn’t see”. Plenty of sites (including this one) sang its praises and urged people to watch it. I’m always trying to get people to watch stuff and it can be challenging. The name change alone invites this kind of possible scenario:

Gumbus: Hey, have you seen Edge of Tomorrow yet?

Merle: Nah, I looked for it on Amazon. It kept taking me to another Tom Cruise film called “Live, Die…something”.

Gumbus: Yeah, that’s the one. They just renamed it.

Merle: Oh, ok. I’ll get it later. *forgets*

3) Established name already: The film I and many other people saw in the cinema was called Edge of Tomorrow. There’s no way I can think of this film as anything else but that. Just can’t.

4) It’s a fucking shit name: It’s a fucking shit name

It doesn’t make sense. Surely they should be pushing it super-hard for the home release, with posters plastered with all the 4/5 star ratings it garnered. Box office bombs become famous for being just that. They appear on all sorts of end of year lists detailing the biggest box-office losers. The Lone Ranger suddenly became talked about because of how much it was costing Disney. Plus, here’s the thing- EoT didn’t do well, but isn’t a colossal financial failure. I could have possibly seen the logic if it had done so badly they wanted to distance themselves from the name, but even then I would have disagreed. Plus, box-office talk is mostly bollocks anyway. Eventually, most films make their money back via home sales, rentals, TV rights etc.

Ultimately, it shows a complete lack of confidence in the product. It’s like when Disney dropped the “…of Mars” off the end of John Carter because the film Mars Needs Moms had bombed the year before and their beep-boop logic told them that the “Mars” part of “Mars Needs Moms” was somehow something to do with the failure of Robert Zemeckis’ shitty-looking CGI nonsense that no-one wanted to see . I hate to bring up the phrase “artistic integrity” in a discussion about Hollywood, but it shows a lack of that too.

Titles matter. When I was in school, the practice of coming up with the title for your story before starting the actual writing was drilled into me. I get why now. It forces you to start shaping an idea. Titles are important and can change the meaning of a film entirely. Take Raiders of the Lost Ark. Since it hit DVD, the film officially became known as “Indiana Jones and the Raiders of the Lost Ark”. You see how that’s not quite the same and not quite as good? Indy is one of the titular raiders of the ark, he just happens to want it for a good purpose. Having the film’s title be Indiana Jones and the…blah blah blah is not as concise. I know it’s to bring it in line with the rest of the series, but I see it as a Rambo situation. First one establishes a famous character (Raiders/First Blood), then it becomes about chronicling the adventures of that character (...and the Temple of Doom/ Rambo III). Plus, the film’s title card just says “Raiders of the Lost Ark” whereas the others have the “Indy” prefix.

I know all of this isn’t the worst thing ever and it doesn’t even come close to some of the completely dumb shit studios pull on a regular basis, but it is irritating. I can only see it being a needless complication to the marketing of a film that didn’t get its due, especially when it had the potential to enjoy the success that Dredd did when it came to DVD. I liked Edge of Tomorrow and want it to do well. Not only because I believe in quality being rewarded, but because Hollywood needs to pay attention to films like Edge of Tomorrow/Live, Die, Repeat/Whatever the Fuck and the only way they do that is if a film makes mad bank. If you can’t tell my position on it already, if you haven’t seen Edge of Tomorrow yet, you should get on that.

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