New ‘Digger’ Spot Highlights Film’s Rotten Tomatoes Score Amid Box Office Struggles

Tom Cruise’s ‘Digger’ hit theaters on Oct. 2, marking one of the significant releases of the fall season. In this film, Cruise portrays Digger Rockwell, an oil tycoon whose drilling leads to an environmental disaster threatening civilization. The movie was initially presented as a strong contender for awards, directed by Alejandro G. Iñárritu.

The discourse surrounding the film has largely revolved around its reviews. Critics are sharply divided, with some lauding Cruise’s committed performance while others find the satire to be tiresome. This division has influenced how Warner Bros. has marketed the film.

A new promotional spot for ‘Digger’ emphasizes the film’s Rotten Tomatoes score. The 31-second clip features a gray-haired man in a patterned polo shirt looking out of an airplane window.

This isn’t the first time the studio has confronted the mixed reviews directly. On Sept. 29, just before the review embargo lifted, Warner Bros. released an ad encouraging moviegoers to form their own opinions. This advertisement showcased both positive and negative audience reactions, alternating on screen, with the tagline ‘Same film, different truth.’

The numbers clarify this marketing strategy. As of Oct. 1, ‘Digger’ held a 52% rating on Rotten Tomatoes from 147 reviews, officially categorizing it as “rotten.” This marks the first Cruise film to receive such a rating since 2017’s ‘The Mummy,’ and it is Iñárritu’s lowest-rated film to date. The audience score will be available once the movie officially opens.

The reviews themselves reflect a polarized reception. Many negative critiques still highlight Cruise’s performance as a reason to watch, while Riz Ahmed has been recognized as a standout. Common complaints include the film being described as bloated and exhausting.

The box office performance has also faced challenges. The film garnered $1.2 million during Thursday previews, with Deadline estimating a $10 million opening weekend. If this holds, it would represent Cruise’s lowest opening in 19 years, dating back to ‘Lions for Lambs’ in 2007.

You decide. https://t.co/c3jA93X8tg pic.twitter.com/iEm58ueEPb

— Digger (@diggerthemovie) October 3, 2026

Expectations were significantly higher prior to the critical reviews. Early projections had the film opening between $18 million and $20 million, but those figures have since dropped considerably. The stakes are high for a film that was greenlit at $125 million and has reportedly escalated to between $160 million and $180 million, according to Variety.

Variety noted that the ‘decide for yourself’ campaign might have been an effort to get ahead of the critics, who were less favorable than the initial wave of social media reactions. Forbes suggested that the ad could be too little, too late. The new spot focusing on the score indicates that the studio has not shifted its strategy.

Ultimately, the effectiveness of this approach will rely on word of mouth. The audience score will reveal whether general moviegoers align with the critics or support Cruise’s most ardent fans. For now, ‘Digger’ stands out as a rare tentpole film whose marketing strategy revolves around the notion that the reviews do not capture the entire narrative.

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