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I feel like it’s signaling, as it is with most things. Die-Hard-is-a-X-mas-movie folx signal their contrarianism, i.e. that gratuitously violent action movies have a place everywhere, including at normally tranquil family Christmas gatherings.
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same reason why people care about the oxford comma or TP roll direction: Die hard is obviously a xmas movie because it takes place at xmas and makes references to it, it is obviously not a xmas movie because it has literally nothing to do it. Two easily arguable sides
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Because Christmas is funny. Bad comedy is easy to upgrade just by throwing in Christmas themes. Bad guys with silly one-liners is just okay. But when those bad guys are wearing those Christmas hats, it's funny. Gremlins without Christmas wouldn't have been nearly as funny.
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