The studio’s new ad spot showcases clashing critic soundbites as the climate‑drama heads to theatres on October 2, sparking fresh debate.
Warner Bros. Dropped a fresh promotional clip for Alejandro G. Iñárritu’s upcoming picture Digger just before the official review embargo lifted on September 22. The spot is a visual tug‑of‑war, flashing opposing critic excerpts side by side – words like “masterpiece” and “unpleasant,” “brilliant” and “baffling,” “magnificent” and “insufferable.”
The tagline, “same film, different truth,” sits over the montage, nudging audiences to form their own opinion rather than rely on the press line.
A risky pivot for Tom Cruise
In Digger, Cruise steps away from his usual high‑octane roles to play an oil baron whose drilling ignites a climate catastrophe. It marks his first non‑action hero part in nearly ten years, and the production’s budget reportedly tops $125 million. The scale has raised eyebrows, especially as the film leans into Iñárritu’s trademark long takes and existential themes.
Critics sound the alarm
When the embargo lifted, the consensus tilted toward the negative. Variety’s Owen Gleiberman called the movie “so full of itself,” adding that the hefty budget feels like proof of the filmmakers’ arrogance. Vulture’s Bilge Ebiri described the viewing experience as “torturous, sometimes purposefully, often unintentionally.” IndieWire’s David Ehrlich labeled it a “surreal misfire,” assigning a C+ rating. On Rotten Tomatoes, Digger sits at a modest 52 % approval rating from critics.
The studio’s counter‑move
Warner Bros. Timed the new ad to go live an hour before the embargo expired, a clear attempt to pre‑empt the wave of lukewarm reviews. By juxtaposing glowing and harsh descriptors, the studio hopes to spark curiosity and drive ticket sales despite the critical backlash. The campaign’s call‑to‑action is blunt: “Decide for yourself. Digger – in theatres and IMAX Friday. Tickets on sale now.”
What it means for the box‑office battle
Opening day is set for October 2, a Friday that pits Digger against a slate of smaller releases. If the ad succeeds in converting intrigue into footfall, the film could still pull a respectable opening, especially with Cruise’s global fanbase. However, the early critic scores suggest a tough road ahead for word‑of‑mouth momentum.
The conversation continues online
Social media users are already split. Some dismiss the ad as a gimmick, likening it to AI‑generated hype, while others appreciate the honesty of presenting both praise and criticism. The debate mirrors the broader conversation about big‑budget auteur projects that gamble on artistic ambition over commercial safety.
As the clock ticks toward the October premiere, the real test will be whether audiences walk into theatres and walk out convinced, or whether the mixed messaging simply fuels more chatter. Either way, Digger’s launch will be a litmus test for how studios navigate polarized critical landscapes in the streaming‑era age.
The film lands in theatres on October 2, with IMAX screenings in major markets. Tickets are already on sale, and the next wave of audience reaction will likely shape the film’s fortunes more than any pre‑release ad could predict.
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