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I get the feeling that they aren't even trying to make him appear imposing.
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It appears they're opting for the "psycho badass" approach... which isn't really Reacher either. Why didn't they just call this movie/character something else?
Of course it probably won't matter anyway. People who don't know Reacher will go to see the latest Cruise action blockbuster... and Reacherites will all pay for a ticket to earn the right to say; "yep... Tom Cruise ain't Jack Reacher." It's win-win for the movie makers.