The studio’s new spot lets Cruise’s onscreen tycoon curse critics, while the $125 million climate‑satire draws both praise and scorn ahead of its Friday launch.
Warner Bros. Rolled out a daring online spot for Alejandro G. Iñárritu’s latest, Digger, and it’s already sparking conversation. The ad opens with a critic’s line that the movie will “polarize audiences,” then cuts to Tom Cruise’s oil‑tycoon shouting, “You know what? Fuck those people!” The message is clear: the film is divisive, and the studio wants you to decide for yourself.
The clip flips between opposing tags – “Unpleasant” versus “Masterpiece”, “Baffling” against “Brilliant”, “Insufferable” paired with “Magnificent” – before Cruise’s character delivers a final line, “Never be afraid to tell the truth — whatever that is.” It feels like a challenge issued directly to anyone who’s already written a review.
Digger is a $125 million production that imagines a larger‑than‑life oil magnate whose Greenland drilling triggers a catastrophic ice‑shelf collapse. The premise alone sounds like a blockbuster disaster, but Iñárritu layers a meta‑narrative that has left many reviewers scrambling for the right words.
Critical reaction is a textbook case of love‑hate. The Hollywood Reporter’s David Rooney described the film as a climate‑crisis satire that feels “so smug and bombastic it makes Adam McKay’s Don’t Look Up seem almost innocuous.” He added that the movie’s two outsized egos run unchecked, resulting in a viewing experience that can feel like “excruciating weariness” for the audience. On the other side, several reviewers have praised the production design, calling the set pieces “incredible” and noting that Cruise throws himself into the role with a bombastic energy that matches Iñárritu’s vision.
Rotten Tomatoes reflects this split, sitting at a 53 percent positive rating from 113 reviews. The site’s consensus mirrors the ad’s own dichotomy, noting that Digger will either be hailed as a bold, timely statement or dismissed as pretentious self‑indulgence.
The ad’s timing suggests Warner anticipated the backlash. It went live just as the review embargo lifted, hinting the studio expected a storm of commentary. By foregrounding the most abrasive critic quote, the marketing team appears to be leaning into the controversy, betting that curiosity will drive ticket sales.
For moviegoers, the decision is simple: the film lands in theatres and IMAX this Friday, with tickets already on sale. Whether you’ll walk out feeling exhilarated or exhausted may depend on how much you enjoy a film that openly toys with its own pretensions.
What’s next?
The first weekend will be the true test. Box‑office trackers will watch the opening numbers closely, while social media will likely keep the debate alive. If the polarized buzz translates into strong attendance, Warner may double down on the provocative marketing approach for future releases. If not, the studio could retreat to more conventional campaigns.
Either way, Digger has already proven that a well‑placed expletive can become a headline, and that a director’s ambition can split a worldwide audience before the first popcorn is even popped.
Be the first to comment
Join the argument. No password, just your email or a passkey.