Editing Bruce Willis (section)

== Career ==
===1980s: ''Moonlighting'', ''Die Hard'' and rise to fame===
[[File:Bruce Willis 1989.jpg|thumb|Willis at the [[61st Academy Awards]] in 1989]]
Willis was cast as David Addison Jr. in the television series ''[[Moonlighting (TV series)|Moonlighting]]'' (1985–1989), competing against 3,000 other actors for the position.<ref name="YahooM">{{cite web|title=Yahoo! Movies |work=Bruce Willis Biography| url= https://movies.yahoo.com/movie/contributor/1800018749/bio|access-date=May 9, 2009|url-status=dead|archive-url= https://web.archive.org/web/20091025143146/http://movies.yahoo.com/movie/contributor/1800018749/bio|archive-date= October 25, 2009}}</ref> His starring role in ''Moonlighting'', opposite [[Cybill Shepherd]], helped to establish him as a comedic actor. During the show's five seasons, he won an [[Primetime Emmy Award for Outstanding Lead Actor in a Drama Series|Emmy Award for Outstanding Lead Actor in a Drama Series]] and a [[Golden Globe Award for Best Actor - Television Series Musical or Comedy|Golden Globe Award for Best Actor – Television Series Musical or Comedy]].<ref name="tca" /> During the height of the show's success, beverage maker [[Seagram]] hired Willis as the pitchman for their Golden [[Wine Cooler]] products.<ref name="WillisCool">{{cite magazine |title=How Bruce Willis Keeps His Cool |magazine=Time |url= http://www.time.com/time/magazine/article/0,9171,1635812,00.html |archive-url= https://web.archive.org/web/20070626131016/http://www.time.com/time/magazine/article/0,9171,1635812,00.html |url-status= dead |archive-date=June 26, 2007 |date= June 21, 2007 |access-date=May 10, 2009}}</ref> The advertising campaign paid Willis US$5&ndash;7&nbsp;million over two years. Willis chose not to renew his contract when he decided to stop drinking alcohol in 1988.<ref name="Playboy">{{cite news| last= Grobel |first= Lawrence|title=Playboy Interview: Bruce Willis|work=[[Playboy]]|pages=59–79| date= November 1988}}</ref>

In 1987, Willis obtained his first lead role in the [[Blake Edwards]] film ''[[Blind Date (1987 film)|Blind Date]]'', co-starring with [[Kim Basinger]] and [[John Larroquette]].<ref name="tca" /> Edwards cast him again to play the real-life cowboy actor [[Tom Mix]] in ''[[Sunset (1988 film)|Sunset]]'' (1988). The same year, he starred in an action role in ''[[Die Hard]]'' (1988) as [[John McClane]].<ref name="tca" /> He performed most of his own [[stunt]]s in the film,<ref name="People1">{{cite web|title=Bruce Willis: Biography|work=[[People (American magazine)|People]]|url=http://www.people.com/people/bruce_willis/biography|access-date=May 9, 2009|archive-date=February 14, 2011|archive-url=https://web.archive.org/web/20110214050913/http://www.people.com/people/bruce_willis/biography|url-status=dead}}</ref> and the film grossed $138,708,852 worldwide.<ref name="BOM1">{{cite web|website=[[Box Office Mojo]]|title=Die Hard|url=https://boxofficemojo.com/movies/?id=diehard.htm|access-date=May 9, 2009|archive-date=July 24, 2009|archive-url=https://web.archive.org/web/20090724081937/http://boxofficemojo.com/movies/?id=diehard.htm|url-status=live}}</ref> Following his success with ''Die Hard'', Willis had a leading role in the drama ''[[In Country]]'' as Vietnam veteran Emmett Smith and also provided the voice for a talking baby in ''[[Look Who's Talking]]'' (1989) and the sequel ''[[Look Who's Talking Too]]'' (1990).<ref>{{Cite web |last=Gajewski |first=Ryan |date=2022-12-06 |title='Look Who's Talking' Director on Kirstie Alley: "Those Movies Could Not Have Been Done Without Her" |url=https://www.hollywoodreporter.com/movies/movie-news/kirstie-alley-dead-look-whos-talking-amy-heckerling-1235276370/ |access-date=2023-06-13 |website=The Hollywood Reporter |archive-date=January 31, 2023 |archive-url=https://web.archive.org/web/20230131004600/https://www.hollywoodreporter.com/movies/movie-news/kirstie-alley-dead-look-whos-talking-amy-heckerling-1235276370/ |url-status=live }}</ref><ref>{{Citation |last=Heckerling |first=Amy |title=Look Who's Talking Too |date=1990-12-14 |url=https://www.imdb.com/title/tt0100050/ |type=Comedy, Family, Romance |access-date=2023-06-13 |others=John Travolta, Kirstie Alley, Olympia Dukakis |publisher=TriStar Pictures, Big Mouth Production, Hollywood Licensing Group |archive-date=May 29, 2023 |archive-url=https://web.archive.org/web/20230529080023/https://www.imdb.com/title/tt0100050/ |url-status=live }}</ref>

In the late 1980s, Willis enjoyed moderate success as a [[recording artist]], recording an album of pop-blues, ''[[The Return of Bruno (album)|The Return of Bruno]]'', which included the hit single "[[Respect Yourself]]" featuring [[the Pointer Sisters]].<ref name="TopSongs">{{cite web|title=Top 100 Songs of 1987| publisher=The Eighties Club| url= http://eightiesclub.tripod.com/id224.htm |access-date=May 9, 2009|archive-url= https://web.archive.org/web/20110514123505/http://eightiesclub.tripod.com/id224.htm|archive-date=May 14, 2011|url-status= dead}}</ref> The LP was promoted by a ''[[This Is Spinal Tap|Spinal Tap]]''–like [[rockumentary]] [[parody]] featuring scenes of Willis performing at famous events including [[Woodstock]]. He released a version of the [[The Drifters|Drifters]] song "[[Under the Boardwalk]]" as a second single; it reached No. 2 on the [[UK Singles Chart]], but was less successful in the US. Willis returned to the recording studio several times.<ref>{{Cite web| url= https://diffuser.fm/bruce-willis-return-of-bruno/| title= 25 Years Ago: Bruce Willis Tries His Hand at Singing With 'The Return of Bruno'| last= Giles| first= Jeff| website= Diffuser.fm| date= January 20, 2017| access-date= October 29, 2019| archive-date= June 27, 2019| archive-url= https://web.archive.org/web/20190627124906/https://diffuser.fm/bruce-willis-return-of-bruno/| url-status= live}}</ref>

=== 1990s: ''Die Hard'' sequels, ''Pulp Fiction'' and dramatic roles ===

Having acquired major personal success and pop culture influence playing John McClane in ''Die Hard'', Willis reprised his role in the sequels ''[[Die Hard 2]]'' (1990) and ''[[Die Hard with a Vengeance]]'' (1995).<ref name=tca/> These first three installments in the ''[[Die Hard (franchise)|Die Hard]]'' series grossed over US$700&nbsp;million internationally<ref>{{Cite web |last=Smith |first=Bea |date=2022-10-11 |title=How Bruce Willis Went From Making $14 Million To $100 Million For The Sixth Sense |url=https://www.thethings.com/bruce-willis-sixth-sense-record-breaking-salary/ |access-date=2025-01-17 |website=TheThings |language=en}}</ref> and propelled Willis to the first rank of Hollywood action stars.{{Citation needed|date=April 2022}} At one point, ''Die Hard 2'' and ''[[Ghost (1990 film)|Ghost]]'', starring Willis's then wife [[Demi Moore]], would occupy the number one and number two spots at the box office, a feat that would not be accomplished again for a married Hollywood couple until 2024.<ref>{{cite news|url=https://people.com/ryan-reynolds-blake-lively-are-latest-married-couple-to-top-box-office-since-bruce-willis-demi-moore-1990-8693706|title=Ryan Reynolds and Blake Lively Are First Married Couple to Top Box Office Since Bruce Willis and Demi Moore in 1990|first=Marina|last=Watts|publisher=People|date=August 11, 2024|accessdate=August 12, 2024|archive-date=August 11, 2024|archive-url=https://web.archive.org/web/20240811223103/https://people.com/ryan-reynolds-blake-lively-are-latest-married-couple-to-top-box-office-since-bruce-willis-demi-moore-1990-8693706|url-status=live}}</ref><ref>{{cite news|url=https://www.usatoday.com/story/entertainment/movies/2024/08/12/blake-lively-ryan-reynolds-it-ends-with-us-deadpool-and-wolverine-box-office/74765651007/|title=Blake Lively and Ryan Reynolds mark first married couple to top box office in 34 years|first=Kelly|last=Lawler|publisher=USA Today|date=August 12, 2024|accessdate=August 12, 2024|archive-date=August 28, 2024|archive-url=https://web.archive.org/web/20240828010408/https://www.usatoday.com/story/entertainment/movies/2024/08/12/blake-lively-ryan-reynolds-it-ends-with-us-deadpool-and-wolverine-box-office/74765651007/|url-status=live}}</ref>

In the early 1990s, Willis's career suffered a moderate slump, as he starred in [[Box office bomb|flops]] such as ''[[The Bonfire of the Vanities (film)|The Bonfire of the Vanities]]'' (1990) and ''[[Hudson Hawk]]'' (1991), although he did find box office success with ''[[The Last Boy Scout]]'' (1991). He gained more success with ''[[Striking Distance]]'' (1993) but flopped again with ''[[Color of Night]]'' (1994): it was savaged by critics but did well in the [[home video]] market and became one of the Top 20 most-rented films in the United States in 1995.<ref>''[[Billboard (magazine)|Billboard]]'' vol 108 No. 1 (1/6/1996) p.54.</ref> [[Maxim (magazine)|''Maxim'']] also ranked his sex scene in the film as the best in film history.<ref name="Top Sex Scenes of All-Time">{{cite web|url=http://telepixtvcgi.warnerbros.com/reframe.html?http://telepixtvcgi.warnerbros.com/dailynews/pop/12_00/12_06a.html|archive-url=https://archive.today/20120628224513/http://telepixtvcgi.warnerbros.com/reframe.html?http://telepixtvcgi.warnerbros.com/dailynews/pop/12_00/12_06a.html|url-status=dead|archive-date=June 28, 2012|title=Top Sex Scenes of All-Time|date=December 6, 2000|access-date=July 9, 2009|publisher=[[Extra (American TV program)]]}}</ref>

In 1994, Willis also had a leading role in one part of [[Quentin Tarantino]]'s acclaimed ''[[Pulp Fiction (film)|Pulp Fiction]];''<ref name=tca/> the film's success gave a boost to his career, and he starred alongside his ''Look Who's Talking'' co-star [[John Travolta]].<ref>{{Cite web |last1=D'Alessandro |first1=Anthony |date=May 14, 2021 |title=Bruce Willis & John Travolta To Reteam For First Time Since 'Pulp Fiction' In 'Paradise City'; Praya Lundberg Also Stars |url=https://deadline.com/2021/05/bruce-willis-john-travolta-paradise-city-pulp-fiction-reteam-praya-lundberg-1234756739/ |access-date=September 4, 2022 |website=Deadline |archive-date=June 11, 2021 |archive-url=https://web.archive.org/web/20210611151246/https://deadline.com/2021/05/bruce-willis-john-travolta-paradise-city-pulp-fiction-reteam-praya-lundberg-1234756739/ |url-status=live }}</ref> In 1996, he was the executive producer and star of the cartoon ''[[Bruno the Kid]]'' which featured a [[Computer-generated imagery|CGI]] representation of himself. That same year, he starred in [[Mike Judge]]'s animated film ''[[Beavis and Butt-head Do America]]'' with his then-wife [[Demi Moore]]. In the movie, he plays a drunken criminal named "Muddy Grimes", who mistakenly sends Judge's titular characters to kill his wife, Dallas (voiced by Moore). He then played the lead roles in ''[[12 Monkeys]]'' (1995) and ''[[The Fifth Element]]'' (1997). However, by the end of the 1990s his career had fallen into another slump with critically panned films like ''[[The Jackal (1997 film)|The Jackal]]'' (which despite negative reviews was a box office hit), ''[[Mercury Rising]]'', and ''[[Breakfast of Champions (film)|Breakfast of Champions]]'', as well as the implosion of the production of ''[[Broadway Brawler]]'', a debacle salvaged only by the success of the [[Michael Bay]]-directed ''[[Armageddon (1998 film)|Armageddon]]'', which Willis had agreed to star in as compensation for the failed production, and which turned out to be the highest-grossing film of 1998 worldwide.<ref name="fight">{{cite news
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 | newspaper =[[Los Angeles Times]]
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 | date =March 13, 1997
 | url =https://www.latimes.com/archives/la-xpm-1997-03-13-ca-37642-story.html?_amp=true
 | accessdate =September 27, 2021
 | archive-date =September 27, 2021
 | archive-url =https://web.archive.org/web/20210927232308/https://www.latimes.com/archives/la-xpm-1997-03-13-ca-37642-story.html?_amp=true
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 }}</ref><ref name="BOM2">{{cite web|title=1998 Worldwide Grosses|website=[[Box Office Mojo]]|url=https://boxofficemojo.com/yearly/chart/?view2=worldwide&yr=1998&p=.htm|access-date=May 9, 2009|archive-date=May 22, 2009|archive-url=https://web.archive.org/web/20090522071704/http://boxofficemojo.com/yearly/chart/?view2=worldwide&yr=1998&p=.htm|url-status=live}}</ref> The same year his voice and likeness were featured in the [[PlayStation (console)|PlayStation]] video game ''[[Apocalypse (video game)|Apocalypse]]''.<ref name="EWeekly">{{cite magazine|last=Walk|first=Gary Eng|title="Apocalypse" Now|magazine=Entertainment Weekly|url=https://ew.com/article/1998/12/04/bruce-willis-apocalypse/|date=December 4, 1998|access-date=May 9, 2009|archive-date=April 25, 2009|archive-url=https://web.archive.org/web/20090425224611/http://www.ew.com/ew/article/0,,286028,00.html|url-status=live}}</ref> In 1999, Willis played the starring role in [[M. Night Shyamalan]]'s film ''[[The Sixth Sense]]'', which was both a commercial and critical success.<ref name=tca/>

=== 2000s ===
[[File:BruceWillis2002.jpg|thumb|Willis in 2002 after being named Hasty Pudding Theatrical's Man of the Year]]
[[File:BruceWillisLFDHpremiere07.jpg|thumb|Willis in June 2007 in the premiere of ''[[Live Free or Die Hard]]'']]
In 2000, Willis won an [[Emmy Award|Emmy]]<ref>{{Cite web |url=http://www.emmys.com/celebrities/bruce-willis |title=Bruce Willis Emmy Award Winner |archiveurl=https://web.archive.org/web/20130120120538/http://www.emmys.com/celebrities/bruce-willis |archivedate=January 20, 2013 |website=Emmys.com |accessdate=June 8, 2012}}</ref> for [[Primetime Emmy Award for Outstanding Guest Actor in a Comedy Series|Outstanding Guest Actor in a Comedy Series]] for his work on ''[[Friends]]'' (in which he played the father of [[Ross Geller]]'s much-younger girlfriend).<ref name="52Emmys">{{cite news|title=The 52nd Annual Emmy Awards|work=Los Angeles Times|url=https://pqasb.pqarchiver.com/latimes/access/59857880.xml?dids=59857880:59857880&FMT=ABS&FMTS=ABS:FT&type=current&date=Sep+11%2C+2000&author=BRIAN+LOWRY&pub=Los+Angeles+Times&desc=THE+52ND+ANNUAL+EMMY+AWARDS%3B+Veterans+Top+List+of+Creative+Arts+Winners%3B+Veterans+Lead+in+Creative+Fields&pqatl=google|date=September 11, 2000|access-date=May 9, 2009|archive-date=June 4, 2011|archive-url=https://web.archive.org/web/20110604180115/http://pqasb.pqarchiver.com/latimes/access/59857880.xml?dids=59857880:59857880&FMT=ABS&FMTS=ABS:FT&type=current&date=Sep+11%2C+2000&author=BRIAN+LOWRY&pub=Los+Angeles+Times&desc=THE+52ND+ANNUAL+EMMY+AWARDS%3B+Veterans+Top+List+of+Creative+Arts+Winners%3B+Veterans+Lead+in+Creative+Fields&pqatl=google|url-status=dead}}</ref> He was also nominated for a 2001 American Comedy Award (in the Funniest Male Guest Appearance in a TV Series category) for his work on ''Friends''. Also in 2000, Willis played Jimmy "The Tulip" Tudeski in ''[[The Whole Nine Yards (film)|The Whole Nine Yards]]'' alongside [[Matthew Perry]],<ref name="PerryWhole9">{{cite news | url=https://variety.com/1999/film/news/perry-goes-whole-9-yards-with-willis-in-hitman-laffer-1117493253/ | title=Perry goes 'Whole 9 Yards' with Willis in hitman laffer | first=Michael | last=Fleming | date=April 14, 1999 | work=Variety | access-date=April 12, 2022 | archive-date=November 10, 2021 | archive-url=https://web.archive.org/web/20211110085107/https://variety.com/1999/film/news/perry-goes-whole-9-yards-with-willis-in-hitman-laffer-1117493253/ | url-status=live }}</ref> and Russ Duritz in ''[[Disney's The Kid]]'' opposite [[Emily Mortimer]].<ref name="LAT">{{Cite web |last=Goldstein |first=Patrick |date=2000-07-05 |title=Keeping Company With Disney |url=https://www.latimes.com/archives/la-xpm-2000-jul-05-ca-47775-story.html |url-status=live |archive-url=https://web.archive.org/web/20241204084637/https://www.latimes.com/archives/la-xpm-2000-jul-05-ca-47775-story.html |archive-date=2024-12-04 |access-date=2024-12-13 |website=Los Angeles Times |language=en-US}}</ref> Willis was originally cast as Terry Benedict in ''[[Ocean's Eleven]]'' (2001) but dropped out to work on recording an album.<ref name="TerryAlbum">{{cite news|last=Rohan|first=Virginia|title=Let's Make a Deal|work=[[The Record (Bergen County)|The Record]]|url=http://www.highbeam.com/doc/1P1-95921703.html|archive-url=https://web.archive.org/web/20121104061855/http://www.highbeam.com/doc/1P1-95921703.html|url-status=dead|archive-date=November 4, 2012|url-access=registration |date=June 28, 2004|access-date=May 9, 2009}}</ref> In the sequel, ''[[Ocean's Twelve]]'' (2004), he makes a [[cameo appearance]] as himself. In 2005, he appeared in the film adaptation of ''[[Sin City (film)|Sin City]]''. In 2006, he lent his voice as RJ the Raccoon in ''[[Over the Hedge]]''. In 2007, he appeared in the ''[[Planet Terror]]'' half of the double feature ''[[Grindhouse (film)|Grindhouse]]'' as the villain, a mutant soldier. This marked Willis's second collaboration with the director [[Robert Rodriguez]], following ''[[Sin City (film)|Sin City]]''.

Willis appeared on the ''[[Late Show with David Letterman]]'' several times throughout his career. He filled in for an ill [[David Letterman]] on his show on February 26, 2003, when he was supposed to be a guest.<ref name="EWEyesHave">{{cite magazine|last=Susman|first=Gary|title=The Eyes Have It|magazine=Entertainment Weekly|url=https://ew.com/article/2003/02/28/daves-diagnosis-shingles/|date=February 28, 2003|access-date=May 9, 2009|archive-date=December 4, 2008|archive-url=https://web.archive.org/web/20081204230939/http://www.ew.com/ew/article/0,,427601,00.html|url-status=live}}</ref> On many of his appearances on the show, Willis staged elaborate jokes, such as wearing a day-glo orange suit in honor of the [[The Gates|Central Park gates]], having one side of his face made up with simulated [[birdshot]] wounds after the [[Dick Cheney hunting incident|Harry Whittington shooting]], or trying to break a record (a parody of [[David Blaine]]) of staying underwater for only twenty seconds.

On April 12, 2007, he appeared again, this time wearing a [[Sanjaya Malakar]] wig.<ref name="People3">{{cite web|title=The Week's Best Celeb Quotes|work=[[People (American magazine)|People]]|url=https://people.com/human-interest/the-weeks-best-celeb-quotes-18/|date=August 17, 2007|access-date=May 9, 2009|archive-date=June 2, 2009|archive-url=https://web.archive.org/web/20090602013106/http://www.people.com/people/article/0,,20035205,00.html|url-status=live}}</ref> On his June 25, 2007, appearance, he wore a mini-wind turbine on his head to accompany a joke about his own fictional documentary titled ''An Unappealing Hunch'' (a wordplay on ''[[An Inconvenient Truth]]'').<ref name="StarPulse0707">{{cite web|title=Bruce Willis Wears Mini-Wind Turbine on His Head |work=Star Pulse |url=http://www.starpulse.com/news/index.php/2007/06/26/bruce_willis_wears_mini_wind_turbine_on_ |access-date=May 9, 2009 |url-status=dead |archive-url=https://web.archive.org/web/20090213101135/http://www.starpulse.com/news/index.php/2007/06/26/bruce_willis_wears_mini_wind_turbine_on_ |archive-date=February 13, 2009 }}</ref> Willis also appeared in Japanese [[Subaru Legacy]] television commercials.<ref name="YouTubeBW">Archived at [https://ghostarchive.org/varchive/youtube/20211211/yKopOLKEWfE Ghostarchive]{{cbignore}} and the [https://web.archive.org/web/20130301052436/http://www.youtube.com/watch?v=yKopOLKEWfE Wayback Machine]{{cbignore}}: {{cite web|title=1991 Subaru Legacy Ad|date=June 6, 2007 |publisher=YouTube|url=https://www.youtube.com/watch?v=yKopOLKEWfE|access-date=May 9, 2009}}{{cbignore}}</ref> Tying in with this, Subaru did a limited run of Legacys, badged "Subaru Legacy Touring Bruce", in honor of Willis.

Willis has appeared in five films with [[Samuel&nbsp;L. Jackson]] (1993's National Lampoon's ''[[Loaded Weapon 1]]'', 1994's ''[[Pulp Fiction]]'', 1995's ''[[Die Hard with a Vengeance]]'', 2000's ''[[Unbreakable (film)|Unbreakable]]'', and 2019's ''[[Glass (2019 film)|Glass]]'') and both actors were slated to work together in ''[[Black Water Transit]]'', before dropping out. Willis also worked with his eldest daughter, [[Rumer Willis|Rumer]], in the 2005 film ''[[Hostage (2005 film)|Hostage]]''. In 2006, he appeared in the crime/drama film ''[[Alpha Dog]]'', opposite [[Sharon Stone]]. In 2007, he appeared in the [[Thriller film|thriller]] ''[[Perfect Stranger (film)|Perfect Stranger]]'', opposite [[Halle Berry]], and reprised his role as [[John McClane]] in ''[[Live Free or Die Hard]]''. Subsequently, he appeared in the films ''[[What Just Happened (2008 film)|What Just Happened]]'' (2008) and ''[[Surrogates]]'' (2009), based on the [[The Surrogates|comic book of the same name]].<ref name="VarSurro">{{cite news |last=Fleming |first=Michael |author2=Tatiana Siegel |title=Films halted due to strike |work=Variety |url=https://www.variety.com/VR1117976244.html |date=November 18, 2007 |access-date=May 9, 2009 |archive-url=https://web.archive.org/web/20090106175100/http://www.variety.com/VR1117976244.html |archive-date=January 6, 2009 |url-status=dead }}</ref>

Willis was slated to play U.S. Army general [[William&nbsp;R. Peers]] in director [[Oliver Stone]]'s ''Pinkville'', a drama about the investigation of the 1968 [[My Lai massacre]].<ref name="HollyReportP">{{cite news |last=Mayberry |first=Carly |title=The Vine: Pitt targeted for 'Pinkville'|url=https://www.hollywoodreporter.com/hr/content_display/film/news/e3i26138003c343f1a17dd721b6e61885d2|archive-url=https://web.archive.org/web/20080718151605/http://www.hollywoodreporter.com/hr/content_display/film/news/e3i26138003c343f1a17dd721b6e61885d2 |archive-date=July 18, 2008 |url-access=registration  |work=[[The Hollywood Reporter]] |access-date=May 9, 2009 |date=November 13, 2007}}</ref> However, due to the [[2007 Writers Guild of America strike]], the film was canceled. Willis appeared on the 2008 [[Blues Traveler]] album ''[[North Hollywood Shootout (album)|North Hollywood Shootout]]'', giving a [[spoken word]] performance over an instrumental [[blues rock]] jam on the track "Free Willis (Ruminations from Behind Uncle Bob's Machine Shop)". In early 2009, he appeared in an advertising campaign to publicize the insurance company [[Norwich Union]]'s change of name to [[Aviva]].<ref>{{cite news |last=Dunkley |first=Jamie |title=Aviva lambasted for rebranding costs |work=The Daily Telegraph |location=London |date=April 29, 2009 |access-date=May 9, 2009 |url=https://www.telegraph.co.uk/finance/newsbysector/banksandfinance/insurance/5246121/Aviva-lambasted-for-rebranding-costs.html |archive-url=https://ghostarchive.org/archive/20220110/https://www.telegraph.co.uk/finance/newsbysector/banksandfinance/insurance/5246121/Aviva-lambasted-for-rebranding-costs.html |archive-date=January 10, 2022 |url-access=subscription |url-status=live }}{{cbignore}}</ref>

=== 2010s ===
[[File:Sylvester Stallone & Bruce Willis (4840665852).jpg|thumb|Willis in 2010 with ''[[The Expendables (franchise)|The Expendables]]'' co-star [[Sylvester Stallone]]]]
As of 2010, Willis was the eighth highest-grossing actor in a leading role and 12th-highest including supporting roles.<ref name="BOMlist">{{cite web |title=People Index |url=https://www.boxofficemojo.com/people/?view=Actor&sort=sumgross&p=.htm |url-status=dead |archive-url=https://web.archive.org/web/20190627001804/https://www.boxofficemojo.com/people/?view=Actor&sort=sumgross&p=.htm |archive-date=June 27, 2019 |access-date=August 29, 2010 |website=[[Box Office Mojo]]}}</ref><ref name="The Numbers">{{cite web |title=All Time Top 100 Stars at the Box Office |url=https://www.the-numbers.com/people/records/ |url-status=dead |archive-url=https://web.archive.org/web/20100825163052/http://www.the-numbers.com/people/records/ |archive-date=August 25, 2010 |access-date=August 29, 2010 |publisher=The Numbers}}</ref> Willis starred with [[Tracy Morgan]] in the 2010 comedy ''[[Cop Out (2010 film)|Cop Out]]'', directed by [[Kevin Smith]], about two police detectives investigating the theft of a baseball card.<ref name="CoupleDicks">{{cite web |title=Bruce Willis Circling Several New Movies |work=[[Empire (magazine)|Empire]] |url=https://www.empireonline.com/news/story.asp?NID=24691 |access-date=May 9, 2009 |archive-date=October 17, 2012 |archive-url=https://web.archive.org/web/20121017124201/http://www.empireonline.com/news/story.asp?NID=24691 |url-status=live }}</ref> Willis appeared in the music video for the song "[[Stylo (song)|Stylo]]" by [[Gorillaz]].<ref name="BruceWillisStylo">{{cite magazine|title=Bruce Willis takes aim at Gorillaz in Stylo video|magazine=[[Billboard (magazine)|Billboard]]|url=https://www.billboard.com/articles/columns/viral-videos/959192/bruce-willis-takes-aim-at-gorillaz-in-stylo-video|access-date=March 2, 2009|archive-date=July 2, 2014|archive-url=https://web.archive.org/web/20140702081941/http://www.billboard.com/articles/columns/viral-videos/959192/bruce-willis-takes-aim-at-gorillaz-in-stylo-video|url-status=live}}</ref> Also in 2010, he appeared in a cameo with the former [[Planet Hollywood]] co-owners and 80s action stars [[Sylvester Stallone]] and [[Arnold Schwarzenegger]] in the film ''[[The Expendables (2010 film)|The Expendables]]''. Willis played the role of CIA agent "[[List of The Expendables characters#Mr. Church|Mr. Church]]". It was the first time the three action stars had appeared on screen together. Although the scene featuring the three was short, it was one of the most highly anticipated scenes in the film. The trio filmed their scene in an empty church on October 24, 2009.<ref>{{Cite web |url=http://www.newsinfilm.com/2009/10/25/stallone-on-rocky-7-plus-expendables-update/ |title=Stallone Shot a Scene with Arnold and Bruce |archiveurl=https://web.archive.org/web/20091027222605/http://www.newsinfilm.com/2009/10/25/stallone-on-rocky-7-plus-expendables-update/ |archivedate=October 27, 2009 |website=News in Film}}</ref> Willis next starred in ''[[Red (2010 film)|Red]]'', an adaptation of the comic book mini-series [[Red (WildStorm)|of the same name]], in which he portrayed Frank Moses. The film was released on October 15, 2010.<ref name="red">{{cite web|url=https://www.slashfilm.com/507193/red-begins-principal-photography/|title=Red Begins Principal Photography|publisher=[[/Film]]|date=January 18, 2010|access-date=March 30, 2022|archive-url=https://archive.today/20120914060230/http://www.slashfilm.com/red-begins-principal-photography/|archive-date=September 14, 2012|url-status=live}}</ref>

Willis starred alongside [[Bill Murray]], [[Edward Norton]], and [[Frances McDormand]] in ''[[Moonrise Kingdom]]'' (2012). Filming took place in [[Rhode Island]] under the direction of [[Wes Anderson]], in 2011.<ref>{{cite news|title=Film starring Bruce Willis to be shot in RI|url=http://archive.boston.com/news/local/rhode_island/articles/2011/03/24/film_starring_bruce_willis_to_be_shot_in_ri/|access-date=April 6, 2011|newspaper=[[The Boston Globe]]|date=March 24, 2011|agency=[[Associated Press]]|location=Providence, R.I.|quote=Steven Feinberg, executive director for the Rhode Island Film and Television Office, says on-site work on the film, 'Moonrise Kingdom,' is scheduled to begin this spring. Feinberg says the film will be shot in several locations in Rhode Island.|archive-date=June 25, 2018|archive-url=https://web.archive.org/web/20180625201016/http://archive.boston.com/news/local/rhode_island/articles/2011/03/24/film_starring_bruce_willis_to_be_shot_in_ri/|url-status=live}}</ref> Willis returned, in an expanded role, in ''[[The Expendables 2]]'' (2012).<ref>{{cite web|date=August 29, 2010 |author=Jason Barr |title=Sylvester Stallone Wants Bruce Willis to Play a "Super Villain" in THE EXPENDABLES Sequel |website=[[Collider (website)|Collider]] |url=https://www.collider.com/2010/08/29/the-expendables-sequel-sylvester-stallone-bruce-willis-super-villain/ |url-status=dead |archive-url=https://web.archive.org/web/20120212053759/http://collider.com/the-expendables-sequel-sylvester-stallone-bruce-willis-super-villain/46297/ |archive-date=February 12, 2012 }}</ref> He appeared alongside [[Joseph Gordon-Levitt]] in the sci-fi action film ''[[Looper (film)|Looper]]'' (2012), as the older version of Gordon-Levitt's character, Joe.

Willis teamed up with [[50 Cent]] in a film directed by [[David Barrett (director)|David Barrett]] called ''[[Fire with Fire (2012 film)|Fire with Fire]]'', starring opposite [[Josh Duhamel]] and [[Rosario Dawson]], about a fireman who must save the love of his life.<ref>{{cite news|last=Anderton|first=Ethan|title=Bruce Willis and 50 Cent Teaming Up Again to Fight 'Fire with Fire'|url=http://www.firstshowing.net/2011/bruce-willis-and-50-cent-teaming-up-again-to-fight-fire-with-fire/|access-date=May 6, 2011|newspaper=Firstshowing.net|date=May 5, 2011|agency=[[Variety (magazine)|Variety]]|quote=Now Variety reports that for some reason, the two will team-up again for an indie drama called ''Fire with Fire''.|archive-date=May 8, 2011|archive-url=https://web.archive.org/web/20110508151228/http://www.firstshowing.net/2011/bruce-willis-and-50-cent-teaming-up-again-to-fight-fire-with-fire/|url-status=live}}</ref> Willis also joined [[Vince Vaughn]] and [[Catherine Zeta-Jones]] in ''[[Lay the Favorite]]'', directed by [[Stephen Frears]], about a Las Vegas cocktail waitress who becomes an elite professional gambler.<ref>{{cite news|last=Bettinger|first=Brendan|title=Vince Vaughn Joins Rebecca Hall, Bruce Willis, and Catherine Zeta-Jones in LAY THE FAVORITE|url=https://collider.com/vince-vaughn-lay-the-favorite/89285/|access-date=May 6, 2011|newspaper=Collider.com|date=May 5, 2011|quote=Vince Vaughn will join Rebecca Hall, Bruce Willis, and Catherine Zeta-Jones in the gambling drama ''Lay the Favorite''.|archive-date=May 9, 2011|archive-url=https://web.archive.org/web/20110509023645/http://collider.com/vince-vaughn-lay-the-favorite/89285|url-status=dead}}</ref> The two films were distributed by [[Lionsgate|Lionsgate Entertainment]].

Willis reprised his most famous role, John McClane, for a fifth time, starring in ''[[A Good Day to Die Hard]]'', which was released on February 14, 2013.<ref name=autogenerated1>{{cite news|url=https://news.yahoo.com/die-hard-5-given-name-2013-release-date-000633481.html|title=Die Hard 5 Given a Name and a 2013 Release Date|work=Yahoo! News|date=October 12, 2011|access-date=March 30, 2022|archive-date=October 16, 2011|archive-url=https://web.archive.org/web/20111016014559/http://news.yahoo.com/die-hard-5-given-name-2013-release-date-000633481.html|url-status=live}}</ref> In an interview, Willis said, "I have a warm spot in my heart for ''Die Hard''..... it's just the sheer novelty of being able to play the same character over 25 years and still be asked back is fun. It's much more challenging to have to do a film again and try to compete with myself, which is what I do in ''Die Hard''. I try to improve my work every time."<ref>{{cite web |url=http://ukscreen.com/articles/interviews/bruce-willis-women-should-be-in-charge-of-everything/ |title=Bruce Willis: Women Should Be In Charge Of Everything |publisher=UKScreen |date=February 13, 2013 |access-date=August 11, 2013 |archive-url=https://web.archive.org/web/20131103190400/http://ukscreen.com/articles/interviews/bruce-willis-women-should-be-in-charge-of-everything/ |archive-date=November 3, 2013 |url-status=dead }}</ref>

On October 12, 2013, Willis hosted ''[[Saturday Night Live]]'' with [[Katy Perry]] as a musical guest.<ref name=BruceSNL>{{cite web|title=SNL Promo: Bruce Willis and Katy Perry|url=http://www.nbc.com/saturday-night-live/video/snl-promo-bruce-willis-and-katy-perry/n41806/|publisher=NBC|access-date=October 10, 2013|archive-date=October 14, 2013|archive-url=https://web.archive.org/web/20131014164605/http://www.nbc.com/saturday-night-live/video/snl-promo-bruce-willis-and-katy-perry/n41806/|url-status=live}}</ref> In 2015, Willis made his [[Broadway theatre|Broadway]] debut in [[William Goldman]]'s adaptation of [[Stephen King]]'s novel ''[[Misery (play)|Misery]]'' opposite [[Laurie Metcalf]] at the [[Broadhurst Theatre]]. His performance was generally panned by critics, who called it "vacant" and "inert".<ref>{{Cite news |url=https://www.theguardian.com/stage/2015/nov/16/bruce-willis-misery-broadway-what-the-critics-said |title=Bruce Willis in ''Misery'' on Broadway – what the critics said |archiveurl=https://web.archive.org/web/20170227105826/https://www.theguardian.com/stage/2015/nov/16/bruce-willis-misery-broadway-what-the-critics-said |archivedate=February 27, 2017 |newspaper=[[The Guardian]] |date=November 16, 2015}}</ref> Willis was the subject of a [[Roast (comedy)|roast]] by [[Comedy Central Roast|Comedy Central]] in a program broadcast on July 29, 2018.<ref>Archived at [https://ghostarchive.org/varchive/youtube/20211211/_BaQ-FytkoE Ghostarchive]{{cbignore}} and the [https://web.archive.org/web/20180411072713/https://www.youtube.com/watch?v=_BaQ-FytkoE Wayback Machine]{{cbignore}}: {{cite web|url=https://www.youtube.com/watch?v=_BaQ-FytkoE&t=0s|title=Coming This Summer: The Roast of Bruce Willis|author=Comedy Central|work=YouTube|date=April 10, 2018|access-date=April 10, 2018}}{{cbignore}}</ref> Willis played himself in a cameo in the 2019 film ''[[The Lego Movie 2: The Second Part]]''.<ref>{{cite web |last=Coulston |first=John Connor |date=January 26, 2019 |title='The Lego Movie 2' Features Secret Cameo From an A-List Action Star |url=https://popculture.com/movies/2019/01/26/the-lego-movie-2-the-second-part-secret-bruce-willis-cameo/ |access-date=March 6, 2019 |website=PopCulture.com |archive-date=February 9, 2019 |archive-url=https://web.archive.org/web/20190209124106/https://popculture.com/movies/2019/01/26/the-lego-movie-2-the-second-part-secret-bruce-willis-cameo/ |url-status=live }}</ref>

=== 2020s: Critical decline, health problems and retirement ===

In the final years of his career, Willis starred in many low-budget [[Independent film|independent]] thrillers and science fiction films.<ref name=":2" /> He worked primarily with the production companies [[Emmett/Furla Oasis]] (which produced 20 films starring Willis) and 308 Entertainment Inc.<ref name=":1">{{Cite web |last=James |first=Meg |last2=Kaufman |first2=Amy |date=2022-03-31 |title=Concerns about Bruce Willis's declining cognitive state swirled around sets in recent years |url=https://www.latimes.com/entertainment-arts/movies/story/2022-03-30/bruce-willis-aphasia-memory-loss-cognitive-disorder |url-status=live |archive-url=https://web.archive.org/web/20220331040738/https://www.latimes.com/entertainment-arts/movies/story/2022-03-30/bruce-willis-aphasia-memory-loss-cognitive-disorder |archive-date=2022-03-31 |access-date=2022-04-01 |website=[[Los Angeles Times]]}}</ref> Most of the films were released [[direct-to-video]] and were widely panned.<ref name=":2" /> The [[Golden Raspberry Awards]], an annual award for the year's worst films and performances, created a dedicated category, the [[42nd Golden Raspberry Awards|Worst Bruce Willis Performance in a 2021 Movie]], for Willis's roles in eight films released that year.<ref>{{cite web |last1=Fuster |first1=Jeremy |last2=Rossi |first2=Rosemary |date=February 7, 2022 |title=Razzie Awards: Bruce Willis Bags His Own Category for 8 Bad Performances in One Year |url=https://www.thewrap.com/razzie-nominations-diana-the-musical/ |url-status=live |archive-url=https://web.archive.org/web/20220207055330/https://www.thewrap.com/razzie-nominations-diana-the-musical/ |archive-date=February 7, 2022 |access-date=February 7, 2022 |website=[[The Wrap]]}}</ref> [[Chris Nashawaty]] of ''[[Esquire (magazine)|Esquire]]'' described the direct-to-video films as "a profitable safe harbor" for older actors, similar to ''[[The Expendables (franchise)|The Expendables]]''.<ref name=":2">{{cite web|url=https://www.esquire.com/entertainment/movies/a33660149/bruce-willis-movies-career-hard-kill-analysis-review/|title=Why Does Bruce Willis Keep Making Films He Clearly Hates?|last=Nashawaty|first=Nashawaty|work=[[Esquire (magazine)|Esquire]]|date=August 21, 2020|accessdate=July 24, 2021|archive-date=August 21, 2020|archive-url=https://web.archive.org/web/20200821152418/https://www.esquire.com/entertainment/movies/a33660149/bruce-willis-movies-career-hard-kill-analysis-review/|url-status=live}}</ref> Willis would often earn US$2 million for two days' work, with an average of 15 minutes' screentime per film.<ref>{{cite news|url=https://www.nytimes.com/2020/12/30/movies/bruce-willis-movies-on-demand.html |archive-url=https://web.archive.org/web/20201230153152/https://www.nytimes.com/2020/12/30/movies/bruce-willis-movies-on-demand.html |archive-date=December 30, 2020 |url-access=subscription |url-status=live|title=The Bruce Willis Journey From In Demand to On Demand|last=Vincentelli|first=Elisabeth|work=[[The New York Times]]|date=December 30, 2020|accessdate=July 24, 2021}}</ref> He nonetheless featured heavily in the films' promotional materials, earning them the derogatory nickname "[[geezer teaser]]s".<ref name="coll">{{Cite web |date=July 29, 2021 |title=What Happened to Bruce Willis? |url=https://collider.com/what-happened-to-bruce-willis-career-bad-movies/ |access-date=September 30, 2022 |website=[[Collider (website)|Collider]] |archive-date=July 29, 2021 |archive-url=https://web.archive.org/web/20210729145157/https://collider.com/what-happened-to-bruce-willis-career-bad-movies/ |url-status=live }}</ref><ref name="cbr-willis">{{cite web |last=Donohoo |first=Timothy |date=May 5, 2022 |title=What Are 'Geezer Teasers' - and Why Does Bruce Willis Have So Many? |url=https://www.cbr.com/bruce-willis-geezer-teasers-explained/ |access-date=October 19, 2022 |work=[[CBR.com]] |archive-date=May 5, 2022 |archive-url=https://web.archive.org/web/20220505205711/https://www.cbr.com/bruce-willis-geezer-teasers-explained/ |url-status=live }}</ref> 

Those working on the films later said Willis appeared confused, did not understand why he was there and had to be fed lines through an [[In-ear monitor|earpiece]].<ref name=":1" /> Days before Willis was scheduled to arrive on set for ''[[Out of Death]]'' (2021), the screenwriter, Bill Lawrence, was instructed to reduce his role and abbreviate his dialogue. The director, [[Mike Burns (producer)|Mike Burns]], was told to complete all of Willis's scenes in a single day of filming.<ref name=":1" /> 

On March 30, 2022, Willis's family announced that he was retiring because he had been diagnosed with [[aphasia]], a disorder typically caused by damage to the area of the brain that controls language expression and comprehension.<ref name=":0" /><ref>{{Cite web |last=Sharf |first=Zack |date=2022-03-30 |title=Bruce Willis Stepping Away From Acting Following Aphasia Diagnosis |url=https://variety.com/2022/film/news/bruce-willis-retiring-acting-apashia-1235219017/ |access-date=2024-11-04 |website=Variety |language=en-US |archive-date=March 30, 2022 |archive-url=https://web.archive.org/web/20220330204704/https://variety.com/2022/film/news/bruce-willis-retiring-acting-apashia-1235219017/ |url-status=live }}</ref> The Golden Raspberry Awards retracted its Willis category, deeming it inappropriate to give a Razzie to someone whose performance was affected by a medical condition.<ref>{{Cite web |last=Haring |first=Bruce |date=March 31, 2022 |title=Razzie Awards Retract Bruce Willis Worst Performance Category After His Aphasia Reveal |url=https://deadline.com/2022/03/razzie-awards-bruce-willis-category-retracted-after-aphasia-reveal-1234992109/ |access-date=April 1, 2022 |website=Deadline |archive-date=March 31, 2022 |archive-url=https://web.archive.org/web/20220331224617/https://deadline.com/2022/03/razzie-awards-bruce-willis-category-retracted-after-aphasia-reveal-1234992109/ |url-status=live }}</ref> At the time of his retirement, Willis had completed 11 films awaiting release.<ref name=":0">{{Cite news |last=Shoard |first=Catherine |date=March 30, 2022 |title=Bruce Willis to retire from acting due to aphasia diagnosis |newspaper=[[The Guardian]] |url=https://www.theguardian.com/film/2022/mar/30/bruce-willis-to-retire-from-acting-following-aphasia-diagnosis |access-date=March 30, 2022 |archive-date=April 1, 2022 |archive-url=https://web.archive.org/web/20220401100841/https://www.theguardian.com/film/2022/mar/30/bruce-willis-to-retire-from-acting-following-aphasia-diagnosis |url-status=live }}</ref><ref>{{cite news |last1=Kusiak |first1=Lindsay |title=YouTube Chief Product Officer Neal Mohan |url=https://screenrant.com/bruce-willis-paradise-city-last-movie-john-travolta-perfect/ |access-date=September 14, 2022 |publisher=ScreenRant |date=May 22, 2022 |archive-date=September 14, 2022 |archive-url=https://web.archive.org/web/20220914210056/https://screenrant.com/bruce-willis-paradise-city-last-movie-john-travolta-perfect/ |url-status=live }}</ref><ref>{{cite news |last1=Kois |first1=Dan |title=How We Should Remember Bruce Willis |url=https://slate.com/culture/2022/09/bruce-willis-wire-room-aphasia-final-movie-remembered.html |access-date=September 14, 2022 |work=[[Slate.com|Slate]] |date=September 7, 2022 |archive-date=September 13, 2022 |archive-url=https://web.archive.org/web/20220913183903/https://slate.com/culture/2022/09/bruce-willis-wire-room-aphasia-final-movie-remembered.html |url-status=live }}</ref>

On February 16, 2023, Willis's family announced that he had been diagnosed with [[frontotemporal dementia]].<ref name="CNN">{{Cite web |last=Rosenbloom |first=Alli |date=February 16, 2023 |title=Bruce Willis' family shares an update on his health and new diagnosis |url=https://www.cnn.com/2023/02/16/entertainment/bruce-willis-dementia/index.html |access-date=February 16, 2023 |website=[[CNN]] |archive-date=February 16, 2023 |archive-url=https://web.archive.org/web/20230216195757/https://www.cnn.com/2023/02/16/entertainment/bruce-willis-dementia/index.html |url-status=live }}</ref> According to Gregg Day, a neurologist at the [[Mayo Clinic]]'s [[Mayo Clinic Florida|Florida campus]], the symptoms include difficulties with language and comprehension, and misinterpretation of instructions.<ref name=":4">{{Cite web |date=2023-02-18 |title=Bruce Willis has frontotemporal dementia. These are the disease's symptoms. |url=https://www.nbcnews.com/news/us-news/bruce-willis-frontotemporal-dementia-symptoms-rcna71243 |access-date=2023-06-13 |website=NBC News|first=Mirna|last=Alsharif|archive-date=June 13, 2023 |archive-url=https://web.archive.org/web/20230613005800/https://www.nbcnews.com/news/us-news/bruce-willis-frontotemporal-dementia-symptoms-rcna71243 |url-status=live }}</ref> In a statement, the family said that Willis's condition had progressed and that "challenges with communication are just one symptom of the disease".<ref>{{Cite news |last1=Rogers |first1=Sandee |last2=LaMotte |first2=Kristen |date=February 17, 2023 |title=Bruce Willis has a progressive brain condition you may not have heard of |url=https://www.cnn.com/2023/02/16/health/frontotemporal-dementia-definition-symptoms-wellness/index.html |access-date=February 17, 2023 |publisher=CNN |archive-date=February 17, 2023 |archive-url=https://web.archive.org/web/20230217030103/https://www.cnn.com/2023/02/16/health/frontotemporal-dementia-definition-symptoms-wellness/index.html |url-status=live }}</ref> They expressed hope that media attention on Willis would raise awareness about the disease.<ref>{{Cite news |date=March 20, 2023 |title=Bruce Willis's wife Emma shares tearful message to fans on actor's birthday |url=https://www.independent.co.uk/arts-entertainment/films/news/bruce-willis-birthday-wife-emma-message-b2304115.html |access-date=March 22, 2023 |newspaper=The Independent|first=Peony|last=Hirwani|archive-date=March 21, 2023 |archive-url=https://web.archive.org/web/20230321224838/https://www.independent.co.uk/arts-entertainment/films/news/bruce-willis-birthday-wife-emma-message-b2304115.html |url-status=live }}</ref>