{"id":916127,"date":"2026-10-04T19:00:12","date_gmt":"2026-10-04T19:00:12","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/916127\/"},"modified":"2026-10-04T19:00:12","modified_gmt":"2026-10-04T19:00:12","slug":"tom-cruises-digger-tries-new-marketing-tactic-the-french-love-it","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/916127\/","title":{"rendered":"Tom Cruise’s ‘Digger’ Tries New Marketing Tactic: The French Love It"},"content":{"rendered":"

\n\tWell, maybe this one will work. <\/p>\n

\n\tWarner Bros.<\/a> rolled out a new ad for Digger<\/a> that is trying yet another approach to market the tough-to-sell Alejandro G. I\u00f1\u00e1rritu<\/a> film. <\/p>\n

\n\tThe online ad (below) shows a series of glowing quotes from critics from various countries and contrasts them with negative reviews from U.S. critics. The sort-of implication: The rest of the world loves this movie \u2014 it\u2019s just dumb Americans who fail to appreciate its genius. <\/p>\n

\n\tAt the start of the ad, Tom Cruise<\/a> as Digger Rockwell says, \u201cAmerica has stood beside the world in its darkest of hours,\u201d to which Riz Ahmed\u2019s character shoots back, \u201cNot anymore.\u201d<\/p>\n

\n\tThen comes the succession of critic quotes alongside a flag representing the critic\u2019s country. The first is from a Mexican YouTuber who called the film \u201cEpic, Extraordinary and Biting,\u201d followed by a Playlist quote, along with an American flag, which called the film \u201cGrotesque, Deliberately Tacky.\u201d Later, there\u2019s a French critic who calls Digger \u201cA Gem of Intelligence,\u201d followed by The New York Post calling it \u201cAn Unintentionally Bad Movie.\u201d The ad concludes with Cruise\u2019s character declaring, \u201cYou decide which!\u201d<\/p>\n

\n\tDigger is expected to gross<\/a> only around $8 million at the domestic weekend box office, which is even lower than the studio\u2019s meager $12-$15 million prediction, and certainly leagues lower than the film\u2019s $125 million projected budget. <\/p>\n

\n\tIs it actually true, however, that the international press likes Digger more than the American press? There may be a little truth to this. While Rotten Tomatoes has the film at 50 percent positive, French aggregation site AlloCin\u00e9 currently gives the film an average press rating of 3.2 out of 5 across 30 reviews. The two metrics aren\u2019t directly comparable, but the French score suggests a somewhat warmer critical reception. Several top critics in Britain and Australia were notably warm towards the film, though both countries, certainly, had dissenters as well. <\/p>\n

\n\tThe film\u2019s CinemaScore in the U.S. \u2014 polled from moviegoers exiting the film on Friday \u2014 was a rather brutal C+. <\/p>\n

\n\tCruise took to social media<\/a> on Saturday to express his pride and support of the film, writing, \u201cDigger is officially in theaters and I am so honored to have had the opportunity to create this film alongside such talented artists. Thank you to the entire cast and crew for your dedication, hard work and joy. The experience was truly unforgettable and I\u2019m so proud of what we created.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Well, maybe this one will work. Warner Bros. rolled out a new ad for Digger that is trying…\n","protected":false},"author":2,"featured_media":916128,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[32],"tags":[64,63,447,295612,134,17689,6141],"class_list":["post-916127","post","type-post","status-publish","format-standard","has-post-thumbnail","category-celebrities","tag-au","tag-australia","tag-celebrities","tag-digger","tag-entertainment","tag-tom-cruise","tag-warner-bros"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/916127","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=916127"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/916127\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/916128"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=916127"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=916127"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=916127"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}