Tom Cruise's 'Digger' Marketing Backfires as Film Loses $150M

Key points

• Digger opened with $8 million domestically and $20 million globally, the lowest opening for Tom Cruise in 19 years.
• The film is estimated to lose $150 million, with a production budget of $160 million and marketing costs near $100 million.
• The Independent reports that marketing campaigns explicitly told audiences to ignore critics and watch the film in theaters to judge it themselves.
• Deadline notes that the film’s failure coincides with the exit of Warner Bros. executives Michael De Luca and Pamela Abdy, who approved the project.
• The film received a C+ CinemaScore and 51% on Rotten Tomatoes, with social media sentiment shifting from positive to negative before release.
• The film’s poor performance raises concerns about Cruise’s 2027 Oscar campaign and the studio’s future slate, including Dune: Part Three.

Background

Tom Cruise’s 'Digger' was developed as a satirical drama following an oil tycoon, with a budget of $125 million. The film was greenlit by Warner Bros. executives Michael De Luca and Pamela Abdy, who had previously worked with Cruise on 'Magnolia.' The film’s polarizing reception and high costs have raised questions about the viability of Cruise’s upcoming Oscar campaign and the studio’s future slate. The film’s poor performance coincides with the departure of De Luca and Abdy, who were replaced by Skydance co-CEO David Ellison. The film’s marketing strategy, which urged audiences to ignore critics, failed to counter the negative buzz, leading to a box office disaster.

How outlets are covering it

The Independent emphasizes the marketing strategy of 'Digger,' which urged audiences to ignore critics and form their own opinions. This strategy failed to counter the negative buzz, leading to a box office disaster. Deadline focuses on the financial impact of the film, noting that it is estimated to lose $150 million. Deadline also highlights the coincidence of the film’s failure with the departure of Warner Bros. executives Michael De Luca and Pamela Abdy, who greenlit the project. Both outlets agree that the film’s polarizing reception and high costs have raised questions about the viability of Cruise’s upcoming Oscar campaign and the studio’s future slate.

Why it matters

The failure of 'Digger' highlights the risks of high-budget, polarizing films in a changing market. The film’s poor performance raises questions about the viability of Cruise’s upcoming Oscar campaign and the studio’s future slate. The film’s marketing strategy, which urged audiences to ignore critics, failed to counter the negative buzz, leading to a box office disaster. The film’s failure also coincides with the departure of Warner Bros. executives Michael De Luca and Pamela Abdy, who greenlit the project. The film’s polarizing reception and high costs have raised questions about the viability of Cruise’s upcoming Oscar campaign and the studio’s future slate.

What to watch

Warner Bros. is expected to release 'Digger' on Premium VOD soon, with hopes that it will generate revenue relative to its box office performance. The film’s poor performance raises questions about the viability of Cruise’s upcoming Oscar campaign and the studio’s future slate, including Dune: Part Three. The film’s failure also coincides with the departure of Warner Bros. executives Michael De Luca and Pamela Abdy, who greenlit the project. The film’s polarizing reception and high costs have raised questions about the viability of Cruise’s upcoming Oscar campaign and the studio’s future slate.