The ads that did have Bruce Willis in them didn’t feature him prominently. It was an odd choice, considering how much Twentieth Century Fox had paid him for the film.
The film, modestly budgeted at $28 Million ended up grossing over $140 Million, exceeding Fox’s wildest expectations and three times the box office gross of Commando. By the end of the summer, Twentieth Century Fox had the mega franchise it wanted and Bruce Willis became an A-List superstar.
