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Bruce Willis A GOOD DAY TO DIE HARD Box Office: Hit or Flop?

Bruce Willis A Good Day to Die HardBruce Willis A Good Day to Die Hard: Not a very good weekend at the domestic box office

The latest Bruce Willis Die Hard movie, A Good Day to Die Hard, is having a merely acceptable weekend at the North American box office. The perfect date movie, A Good Day to Die Hard grossed a passable (for such a popular franchise) $8.23 million at 3,553 sites on Thursday, Valentine's Day, in addition to an estimated $25 million on the weekend proper (Feb. 15-17), according to figures found at Box Office Mojo. (Image: A Good Day to Die Hard Bruce Willis as John McClane points a gun at – someone.)

A Good Day to Die Hard's domestic cume stands at $33.23 million after four days. That's not exactly a great debut, considering that Monday is a semi-major holiday – Presidents Day – in the United States.

The Big Question: Will A Good Day to Die Hard reach $40m by Monday evening? That's certainly a possibility, but it's not guaranteed. Either way, if studio weekend box office estimates are on target, the widely lambasted Bruce Willis action flick – which currently has a putrid 10 percent approval rating and 4/10 average among Rotten Tomatoes' top critics – will surely get very close to that mark. For comparison's sake: the previous Die Hard movie, Live Free or Die Hard, scored $48.39 million in its first five days out.

Bruce Willis vs. Arnold Schwarzenegger, Sylvester Stallone, Jason Statham

So, is A Good Day to Die Hard a domestic box office hit or a flop? Well, if compared to the box office performances of the latest action vehicles starring Bruce Willis' fellow The Expendables actors, Willis' own action thriller looks as big as James Cameron's Titanic: Arnold Schwarzenegger's The Last Stand opened with $6.28m (cume: a disastrous $11.95 million after five weekends); Sylvester Stallone's Bullet to the Head took in $4.54 million in its first three days (cume as of Feb. 14: a cataclysmic $8.99 million after two weeks); and Jason Statham's Parker debuted with $7 million (cume: an embarrassing $16.97 million after four weekends).

Having made the above comparisons, let me remind you of a crucial fact: Unlike A Good Day to Die Hard, none of the aforementioned Stallone / Schwarzenegger / Statham movies is a sequel.

In fact, A Good Day to Die Hard is much bigger than The Last Stand, Bullet to the Head, and Parker not because of Bruce Willis, who hasn't had a major non-Die Hard box office hit since M. Night Shyamalan's Unbreakable 13 years ago, but because the John Moore-directed flick has the words "Die Hard" in the title. People flock to brands, no matter how crappy.

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A Good Day to Die Hard Bruce Willis as John McClane photo: 20th Century Fox.

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