Sci-fi action thriller Edge Of Tomorrow sagged at the box office, despite glowing reviews.
Was its marketing to blame, Ryan wonders… On its DVD and Blu-ray box, the tagline Live.
So what went wrong?
The films biggest stumbling block, however, was surely its marketing.
Yet somehow, none of it seemed to bite.
Looking back over the various trailers and TV spots now, its not difficult to see why.
Almost every promo focused heavily on three things: Cruise, sci-fi hardware and battles.
This brings us to the trailers second omission: Cruises character is a complete and utter coward.
Generally speaking, Cruise is best known for playing all-American heroes with winning smiles.
ExceptEdge Of Tomorrowisnt like that at all.
Curiously,Edge Of Tomorrows marketing only vaguely alluded to any of this.
The trailers knocked off the films spikier edges.
They failed to highlight just how comically lily-livered Cruises character is.
Admittedly, the film itself does give into some of the requirements of a star vehicle.
Like us onFacebookand follow us onTwitterfor all news updates related to the world of geek.
AndGoogle+, if thats your thing!