The studio’s new spot pulls real‑time social reactions, splitting praise and criticism as the climate satire sits at a middling 54% on Rotten Tomatoes.
Warner Bros dropped a fresh promotional video for Tom Cruise’s latest venture, Digger, on Tuesday morning. The clip stitches together live reactions from X, alternating between glowing and scathing remarks, and ends with a blunt invitation: “Decide for yourself.”
The ad’s visual gimmick flips two sets of user comments across a horizontal line, the positive snippet in stark white and the negative one in orange. The negative line always starts on top, a deliberate choice that forces the eye to linger on the harsher view before the praise appears.
“Masterpiece,” reads one of the white captions, while an orange counterpart declares the film “Unpleasant.” The pattern repeats, with descriptors ranging from “Brilliant” to “Very Goofy.” The tagline that follows – “Same film, different truth” – leans into the polarised buzz the movie has already generated.
Digger, a climate‑themed dramedy penned by Iñárritu, Alexander Dinelaris, Nicolás Giacobone and Sabina Berman, marks Cruise’s first foray into a non‑action‑heavy role after a string of blockbusters. Despite three Oscar nods and an honorary statue in 2025, the star has never clinched a competitive award, making this a high‑stakes return to the awards circuit.
The film’s Rotten Tomatoes score currently rests at 54% based on 89 reviews, a near‑even split that the new ad seems to own up to rather than gloss over. Critics are divided: some applaud its daring satire, others find the humor forced and the narrative bewildering. The promotional strategy appears to lean into that division, betting that curiosity will drive ticket sales.
Industry watchers note that Warner Bros’ move is unconventional. Instead of a polished trailer that hides the film’s more contentious moments, the studio is laying the audience’s mixed feelings on the table. It’s a gamble that could either fuel word‑of‑mouth buzz or reinforce the negative chatter already circulating online.
Social media users have already taken to the hashtag #Digger, with some calling the ad a clever meta‑commentary and others dismissing it as a desperate ploy. The conversation mirrors the broader split in critical reception, suggesting the film will continue to be a talking point throughout its opening weekend.
The ad closes with a reminder that Digger will hit theatres and IMAX this Friday, with tickets now on sale. Whether the split‑screen approach will translate into box‑office numbers remains to be seen, but the studio has certainly ensured the film will be on everyone’s radar.
What’s next? The film opens nationwide on Friday, and the first weekend’s earnings will likely dictate whether the polarised buzz helps or hurts its commercial run.
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