Tom Cruise’s new film Digger is taking an unusual approach to a mixed critical reception: instead of concentrating on positive reviews, its latest marketing campaign puts opposing reactions directly in front of audiences.
Directed by Alejandro González Iñárritu, the dark comedy stars Cruise as Digger Rockwell, an oil tycoon whose actions contribute to an environmental catastrophe. The film is being released internationally from September 30, with its North American theatrical and IMAX release scheduled for October 2.
The campaign arrives as the film’s reviews remain sharply divided. Rotten Tomatoes listed Digger at 52% from 108 critic reviews when accessed on September 30. The supplied Gulf News report, published earlier the same day, recorded the score at 53%, illustrating how quickly the figure can change as additional reviews are added.
Digger’s marketing puts the criticism on screen
Rather than presenting a conventional collection of enthusiastic critic blurbs, the new advertisement deliberately contrasts favourable and unfavourable reactions.
The promotional spot moves between sharply different descriptions of the film, using the disagreement itself as a reason for viewers to make up their own minds. The approach gives the campaign a self-aware tone while drawing attention to the unusually polarised response surrounding the movie.
The strategy is particularly notable for a major studio release starring one of Hollywood’s most recognisable actors. Instead of treating the mixed reviews solely as a problem to overcome, the campaign makes them part of the conversation around Digger.
Tom Cruise takes on an unusual role
Cruise plays Digger Rockwell, a wealthy oil magnate whose activities help trigger a large-scale environmental crisis. The official film synopsis describes Rockwell as attempting to prove himself humanity’s saviour after the disaster he has unleashed.
The role represents a departure from the action-heavy franchise films that have dominated much of Cruise’s recent screen career. Digger is instead a satirical drama built around environmental catastrophe, wealth, power and the public image of its central character.
The cast includes Riz Ahmed, John Goodman, Sandra Hüller, Michael Stuhlbarg and Jesse Plemons. Iñárritu also reunites with cinematographer Emmanuel Lubezki and production designer Dennis Gassner for the film.
Critics are split over the film
The response has not been uniformly negative. Reviews have praised aspects of Cruise’s performance, the film’s visual ambition and its willingness to tackle environmental themes through satire.
The Associated Press described Digger as an ambitious climate-change satire, highlighting its theatrical scale and surreal visual approach while also noting weaknesses in its humour.
Other reviews have been considerably harsher. The Guardian criticised the film’s execution of its environmental satire, while still noting the scale of its production and the talent involved behind the camera.
That divide is now central to the film’s promotional message.
When is Digger released?
Digger is directed by Alejandro González Iñárritu and distributed by Warner Bros. Pictures. The official movie site says the film begins its international release on September 30, 2026, followed by its North American theatrical and IMAX release on October 2.
The film is rated R in the United States and has a reported running time of 128 minutes, according to Rotten Tomatoes.
For audiences deciding whether the divided reviews are a warning or an invitation, the marketing campaign has made its position clear: Digger is a film that expects viewers to form their own opinion.
What is Digger about?
Digger stars Tom Cruise as oil tycoon Digger Rockwell, whose actions contribute to an environmental catastrophe before he attempts to present himself as humanity’s saviour.
Who directed Digger?
The film was directed by Oscar-winning filmmaker Alejandro González Iñárritu. He also co-wrote and produced the movie.
When is Digger released?
The official movie website says Digger begins its international release on September 30, 2026, with its North American theatrical and IMAX release scheduled for October 2.
What is Digger’s Rotten Tomatoes score?
Rotten Tomatoes listed Digger at 52% from 108 critic reviews when accessed on September 30, 2026. The score can change as additional reviews are published.
Who stars alongside Tom Cruise in Digger?
The cast includes Riz Ahmed, John Goodman, Sandra Hüller, Michael Stuhlbarg and Jesse Plemons.
Why is Digger receiving mixed reviews?
Critics have differed over the film’s humour, satire and storytelling, while several have praised Cruise’s performance and the film’s visual ambition.
Is Digger an action movie?
It is primarily a comedy-drama and satire rather than a conventional action film. Rotten Tomatoes classifies it as Comedy and Drama.
