Warner Bros. faces potential losses topping $100 million on Tom Cruise’s new film Digger ahead of its October 2, 2026, theatrical release. As critics pan the black comedy with an unfavorable Rotten Tomatoes score, the studio has launched a direct marketing campaign urging audiences to judge the picture for themselves.
Studio Faces Heavy Financial Losses on $180 Million Production
Warner Bros., currently slated for acquisition by Paramount, poured a reported $180 million into production costs for the project. Industry analysts now estimate that the release could result in losses of at least $100 million, with conservative box-office projections pegging its opening weekend at roughly $12 million.
Directed as a black comedy, the film casts Tom Cruise in the role of a Southern oil tycoon whose drilling operations trigger an ecological panic. The project marks an unusual pivot for the actor, who has traditionally steered clear of overt political messaging, stepping here into a narrative charged with climate change themes. This type of climate change alarmism run wild represents a shocking project from an actor who aggressively avoids political hot takes. The film is getting some awful reviews, deservedly so, and could lose Warner Bros. millions.
Steven Spielberg famously praised Tom Cruise for saving Hollywood with Top Gun: Maverick, a blockbuster that coaxed moviegoers back to theaters after the COVID-19 pandemic. Now, Cruise may be an anchor around the neck of a major movie studio. Once word of mouth kicks in, it is good night, Gracie.
Critics Score Rotten Tomatoes Ratings Ahead of Nationwide Release
Following an early screening held in London on September 22, 2026, the film accumulated a 52% Tomatometer rating across 96 reviews on Rotten Tomatoes. Reviewers have highlighted a relentless tone throughout the picture’s runtime.
Digger eventually becomes exhausting. Everyone seems to be operating at an 11 for much of the runtime, with characters constantly yelling and escalating every interaction. You start to realize that despite all of the shouting and frantic energy, not all that much is actually happening.
Jonathan Sim, ComingSoon
Bui noted that it would be a clever, compelling rug-pull if it all weren’t so smug. Meanwhile, Christian Toto of Hollywood in Toto described the project as Cruise’s naked attempt to win an Oscar backfires in spectacular fashion
in his review. With reviews continuing to log ahead of opening weekend, the rating is likely to change.
Studio Marketing Strategy Embraces Negative Reviews on Social Media
Rather than concealing the project’s divisive early reception, Warner Bros. Discovery leaned directly into the critical pushback through social media promotions. On X, the studio published a promotional post that acknowledged the reception head-on, encouraging prospective ticket buyers to evaluate the film independently ahead of its nationwide rollout and IMAX screenings on October 2, 2026.
Decide for yourself. DIGGER – in theaters and IMAX FRIDAY. Tickets on sale now.
Warner Bros., via X
This marketing strategy was a direct appeal to the general audience, without hiding the movie’s intensely polarizing reception, and the studio’s strategy seemed to have worked as many comments under the post agreed with the bold statement. The unconventional campaign drew varied reactions from social media users, with account @Jesus_Returns29 writing that it is a way to acknowledge bad reviews and tell the audience to judge for yourself. Another user, @Nebrok18, commented about being a big fan of this marketing decision, noting that whether they like the movie or not, audiences need more polarizing movies that are not just catering to the biggest group possible. Similarly, @RSchillingNY added that the phrase is such an interesting tagline, especially considering the film’s reviews as box-office figures begin to log.
Will Hollywood’s onetime savior just dug an iconic studio’s grave?