"After I did the first Die Hard I said I'd never do another, same after I did the second one and the third. The whole genre was running itself into the ground"

In this quote, Bruce Willis is expressing his opinion on the Die Hard franchise and the action motion picture category as a whole. He specifies that after he completed the first Die Hard motion picture, he said he would never do another. He felt the very same way after completing the second and 3rd films. He believes that the action film genre was ending up being too repetitive and was running itself into the ground. This suggests that he was not thinking about continuing the Die Hard franchise or any other action movie franchise. He wished to move away from the genre and explore other types of movies. His viewpoint shows the belief of many people who felt that the action film category was becoming too formulaic and foreseeable.