 The film was initially titled "All You Need Is Kill" after the light novel, but as filming was ending in July 2013, Warner Bros. changed the title to "Edge of Tomorrow"; Warner Bros. president Sue Kroll said the title was changed partly due to "negative chatter" about the word "kill" in the title.Doug Liman, who said he rejected the title "All You Need Is Kill" because it "didn't feel like it was the tone of the movie I had made", wanted to rename the film "Live Die Repeat", but Warner decided to use that just as the tagline.The film was promoted at Comic-Con in San Diego, California in July 2013, and at WonderCon in Anaheim, California in April 2014.