The X-Men franchise tried something a little different with Dark Phoenix, at least as far as the title went. For the first time in the series, they ditched the X-Men name — even X2 had the subtitle X-Men United — and went with just what would typically be the subtitle. The title treatment instead placed the ‘x’ the word phoenix in a circle, turning it into a subtle X-Men logo. It was a classy, clever concept — and from a box office perspective, it was an absolute disaster.

As of this writing, Dark Phoenix has grossed just $65 million in the United States, less than half of the franchise’s previous domestic low (The Wolverine’s $132.5 million). Dark Phoenix made less worldwide than X-Men: Days of Future Past did in the U.S. alone. Last weekend, it had vanished from all but 200 theaters around the country.

Interestingly, when Dark Phoenix arrives on Blu-ray and Digital HD, it will do so with a bit of rebranding. As the official artwork for the home video release reveals, the film is now called X-Men: Dark Phoenix — with X-Men far bigger in the logo than the other two words.

Fox

The X-Men: Dark Phoenix title is also featured prominently on the just-unveiled limited edition steelbook edition of the Blu-ray, with art by New Mutants illustrator Bill Sienkiewicz.

Tweaking titles for home video is rare but not unheard of; a few years ago, Edge of Tomorrow turned into Live Die Repeat or sometimes the combined Live Die Repeat.: Edge of Tomorrow, which is how the film is currently listed on Amazon Prime Video. While the final Wolverine movie did have a great deal of success as Logan, this movie probably should have had “X-Men” in the title all along. (X-Men) Dark Phoenix will be available on Digital HD on September 3, and DVD and Blu-ray on September 17.

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