Full Article: http://www.boxoffice...what-went-wrong
Before Thursday, it was widely expected that A Good Day to Die Hard would win its debut weekend by a significant margin. Despite a heavy marketing campaign that tried to pitch the fifth entry of the 25-year-old franchise as 2013's first "event" film, the flick was neck-and-neck with the romantic drama Safe Haven on Friday (after outright losing to it, as expected, on Valentine's Day).
For the 3-day weekend, Boxoffice.com is projecting a $23.5 million take for Die Hard 5, but that's not enough to say that first place is locked when considering that Identity Thief is projected at $22.5 million and Safe Haven itself should be close behind with $22 million.
International results are yet to come, but the franchise is clearly on life support now. A $100 million domestic run is off the table. It would even be incredibly lucky just to reach 1988's non-adjusted $83 million domestic run of the original Die Hard. Ouch.
What happened? Take your pick from the crop of reasons.
Edited by ShawnMR, 16 February 2013 - 09:11 AM.