Warner Bros. has released a social media advertisement that leans into the sharply divided critical reception of "Digger," the new film starring Tom Cruise and directed by Alejandro G. Iñárritu. The ad was posted mere hours after the review embargo for the movie expired.
The film, which is set to premiere in theaters on October 2, currently holds a "rotten" score of 52% on Rotten Tomatoes and a 44 on Metacritic. This makes it one of Tom Cruise's lowest-rated films on Rotten Tomatoes, surpassing his 1988 film "Cocktail," which holds an 11%.
As reported by Entertainment Weekly, the advertisement opens with a quote from user @thejonathansim on X (formerly Twitter): "Digger is an ambitious film sure to polarize audiences." This is followed by a clip from the film where Cruise's character, Digger Rockwell, exclaims, "You know what? F--- those people!" The remainder of the ad rapidly alternates between positive and negative descriptors pulled from various reviews, such as "unpleasant" juxtaposed with "masterpiece," "baffling" against "brilliant," and "insufferable" alongside "magnificent."
IGN’s Michael Calabro offered a mixed assessment in his review, awarding "Digger" a 6 out of 10. He noted that while the film's satire on global warming may not alter perspectives, it features strong performances and moments of humor. Calabro concluded that "Digger" is "far from a must-watch," suggesting that those hesitant after viewing the trailer should wait for its release on HBO Max, as the theatrical experience is unlikely to sway their opinion.
Described as "a comedy of catastrophic proportions," "Digger" stars Tom Cruise in a role where he appears nearly unrecognizable as tycoon Digger Rockwell. His character's oil drilling activities are depicted as the catalyst for a global disaster. The film is scheduled for theatrical release on October 2.