It's number one, because Willis said it was alright for everyone to own a gun. All the gun owners lapped it up, and lined up to see his movie. See, Willis really knows how to sell his movie, even if he knows it's mindless trash. Contrast that with Stallone who also appeared in mindless trash. Only Stallone made the cardinal mistake, telling potential ticket buyers--gun owners--that owning assault weapons was not a great idea. Bad marketing on his part.