Warner Bros. is inviting filmgoers to experience their latest release, *Digger*, set to premiere in UK cinemas on 2 October. In an unusual marketing tactic, the studio is actively urging audiences to “decide for yourself” in response to the film’s polarising reviews.
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The film, headed by Tom Cruise in the role of Digger Rockwell, has elicited mixed opinions from critics since early reviews began rolling out on 29 September. Some reviewers described it as “spectacularly obnoxious,” while others countered with assertions that it is “absolutely never boring.” With its current Rotten Tomatoes score resting at 51% from 121 critiques, the film clearly stands divided, prompting the studio’s distinctive promotional campaign.
In a comical teaser, Warner Bros. highlighted the contrasting opinions expressed by critics, choosing to juxtapose opposing remarks. One critic’s assessment noted the film is “an ambitious work sure to polarise audiences,” while the trailer features Cruise, in character, exclaiming, “You know what? F*** those people!” This seemingly tongue-in-cheek response hints at the studio’s readiness for the film’s mixed reception.
The promotional strategy did not stop there. The teaser continued with a rapid succession of one-word reviews that reflect the bafflement among critics. Competing descriptors such as “Unpleasant” against “Masterpiece” and “Baffling” versus “Brilliant” flash on screen, effectively showcasing the starkly conflicting perspectives held by viewers and critics alike.
*Digger* centres on the character of Digger Rockwell, an oil tycoon driven by the urgent need to avert a potential natural disaster. Despite the film’s uneven critical feedback, some reviewers have found merit in its audacious aim. Jake Coyle from The Associated Press gave the film three out of four stars, deeming it “an of-the-moment big swing that’s unlikely to come along again anytime soon.”
Further critiques have added weight to the conversation about *Digger*. The Hollywood Reporter’s David Rooney categorised it alongside cinematic failures, naming it akin to past missteps by directors such as Damien Chazelle and David O. Russell. Rooney’s scathing review described Cruise’s portrayal as “spectacularly obnoxious,” adding to the film’s contentious reception.
On the other hand, IndieWire’s David Ehrlich characterised the piece as “the ultimate movie about self-delusion,” detailing the exploration of ego and perception within a cinematic context. Such disparate views highlight the film’s capacity to spark debate, reflecting the ongoing conversation surrounding contemporary cinema.
The marketing campaign has capitalised on social media reactions to maximise engagement. Another ad released by the *Digger* team used the tagline, “Same movie. Different truths,” featuring early social media reactions from critics who attended preview screenings. This indicates a savvy approach to promoting a film that has already generated substantial discourse.
Notably, *Digger* marks Tom Cruise’s first original release in nearly a decade, following his role in 2017’s *American Made*. Since that time, he has been predominantly associated with established franchises, including the *Mission: Impossible* series and the acclaimed *Top Gun: Maverick* released in 2022.
As anticipation builds for the film’s official release, Warner Bros. appears to be embracing the polarisation, encouraging audiences to engage with the film in their own way. *Digger* is set to hit theatres across the UK on 2 October, inviting cinema-goers to weigh in on whether they align with the critics or forge their own opinion.