Warner Bros. Deletes 'Digger' Ad After $8 Million Debut Contrasted U.S. and Foreign Reviews
Updated
Updated · The Independent · Oct 6
Warner Bros. Deletes 'Digger' Ad After $8 Million Debut Contrasted U.S. and Foreign Reviews
3 articles · Updated · The Independent · Oct 6
Summary
Warner Bros. removed an online ad for Tom Cruise's "Digger" that framed U.S. critics against more favorable international reviewers and ended with the line, "You decide which!"
The ad surfaced after the film opened to just $8 million domestically against an estimated $180 million budget, with American reviews notably harsher than some overseas reactions.
Review snippets in the deleted spot paired national flags with quotes, including U.S. notices calling the film "Grotesque, Deliberately Tacky" and "An Unintentionally Bad Movie."
Fan reactions on X called the campaign "insane," and a separate official post remains online showing the film's 51% Rotten Tomatoes score before Cruise's character says, "f*** those people."
"Digger," directed by Alejandro Iñárritu and centered on an oil tycoon facing environmental disaster, is now in theaters under pressure from weak early box-office and divisive reviews.