Summer blockbusters are always hard to ignore, thanks to their multimillion dollar budgets and, of course, the allure of movie theater air conditioning. But the producers for
Live Free or Die Hard, the fourth installment of Bruce Willis’ John McClane saga left nothing to chance in the race to most often disrupt your day with promotions. Thanks to the title, the producers could easily cross-promote the movie with entities like
Arby’s and
ESPN SportsCenter, both of which held contests to find their biggest “die hard” fans. The movie opened yesterday.