But it should also be pointed out that Warner Bros. (the studio producing the film) shares in the blame for the movie being a box-office disappointment. There’s absolutely no question that Edge of Tomorrow is one of the worst movie titles of all-time. It has all the trappings of being a title that was hatched in a boardroom. But then again other films have poor titles and they still succeed so it has to be something in conjunction with that.
Another issue with the marketing of the movie was addressing the “Groundhog Day” aspect to the story. I really got the impression that the powers-to-be behind the film didn’t know how to deal with the criticism that this was just “Groundhog Day” as a sci-fi action movie. There’s a lot of truth to that but instead of running away from that bit of criticism I believe they would have been better served embracing it. The Live. Die. Repeat tag line of the film accurately captures the video game-like structure of the movie. Edge of Tomorrow is like a real-life video game where the character keeps dying until he figures out how to traverse the conflict of the given environment. By fully embracing this concept I believe the film might have reached more of that coveted younger male demographic that makes these movies hits.
All-in-all Edge of Tomorrow is a quality sci-fi summer spectacle that is really only hindered by its own lack of awareness. Final grade: B.