In a bold new online advertisement, Tom Cruise, portraying Digger in a serious fatsuit, expresses his frustration with critics, declaring, “You know what? Forget those people!” This statement is cleverly utilized to confront negative reviews and naysayers of his film. The ad conveys that a film evoking strong emotions and diverse opinions can be polarizing, encouraging audiences to form their own conclusions, a sentiment that also applies to films that receive widespread acclaim.
The last film to employ a similar strategy was Francis Ford Coppola’s Megalopolis, which launched an advertising campaign that reframed unfavorable reviews as signs of unrecognized brilliance, despite also having its share of positive critiques. This approach backfired spectacularly when it was revealed that some of the negative reviews cited for classics like Apocalypse Now and The Godfather were fabricated.
It appears that Digger’s public relations team has conducted thorough research. The advertisement juxtaposes laudatory phrases with derogatory ones, presenting quotes like “UNPLEASANT – MASTERPIECE,” “BAFFLING – BRILLIANT,” and “MAGNIFICENT – INSUFFERABLE.” It concludes with the tagline “SAME FILM – DIFFERENT TRUTH.”
However, the sources of these quotes seem to originate from entertainment journalists on social media, who are likely flattered to be referenced in such a manner. Notably, the ad refrains from citing the full-length reviews, which may have contributed to the film’s mixed reception. In today’s film landscape, where Rotten Tomatoes scores carry significant weight, negative feedback can have a substantial impact. Additionally, positive reviews are critical for generating Oscar buzz. Hence, the narrative is being reframed into a debate, blending praise and criticism to create a peculiar sense of controversy. Ironically, Digger was intended to be a sophisticated film featuring glamorous stars and a universally appealing message.
Director Alejandro González Iñárritu and producer-star Tom Cruise have the right to dismiss the critics. Personally, I have championed ambitious films like Darren Aronofsky’s often-derided surreal experience, Mother!, which faced significant backlash. However, dismissing the media requires a strategy akin to that of the British Royal Family—ignoring them and allowing the film to resonate on its own merits.
