Business Musings: Die Hard (Licensing)

In July of 2018, Bruce Willis emphatically stated (at his Comedy Central roast) that the 1988 movie Die Hard, which made him an action star, “is not a Christmas movie.” It is, he said, “a goddamn Bruce Willis movie!” Well, yeah, Die Hard is a Bruce Willis movie because it’s hard to imagine anyone else in the role of John McClane. Arnold Schwarzenegger turned the […]

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