Initially, Edge of Tomorrow, a story about a solider who keeps dying, then being brought back to life until he completes his mission, had been blessed with the much more awesome name All You Need is Kill. Thinking that was too violent, the studio ran with Edge of Tomorrow. Boo. Whatever.
Well, since the film underperformed at the box office, the studio is taking a mulligan and now referring to the film as Live Die Repeat, which is also a far better title than the one they went with. My guess is that the DVD-buying market for a film like this is much more masculine, and the more alpha title may appeal to them. However, what about all the people who were gonna buy Edge of Tomorrow? How are they supposed to know about this?
I don’t know of any precedent for this type of move; titles are regularly changed for foreign markets, but not from theater to DVD.
First time for everything.