‘Digger’ Turns Its Rotten Tomatoes Splat Into a Selling Point in Bold New Ad

Most studios do everything they can to bury a bad review score, but Warner Bros. is taking a very different approach with ‘Digger’. Alejandro G. Iñárritu’s satirical black comedy, starring Tom Cruise as oil tycoon Digger Rockwell, has been one of the most divisive releases of the fall, and its marketing team appears to be embracing that reputation rather than hiding from it.

Critics have been split since the review embargo lifted. The film debuted with a 54% on Rotten Tomatoes from its first 69 reviews, dipped to 52% as more verdicts came in, and has hovered in the low-to-mid 50s since, well short of the 60% threshold needed to earn a “Fresh” label.

Now the studio is leaning into the number itself. A new 35-second spot for the film, shared online on October 3, prominently displays the film’s 54% Rotten Tomatoes score, complete with the green splat icon, on a screen sitting on a table, turning the critical verdict into part of the pitch.

This latest spot builds on an earlier promo that had already raised eyebrows. That ad set opposing critic reactions against each other, pairing words like “unpleasant” with “masterpiece,” “baffling” with “brilliant,” and “insufferable” with “magnificent.”

The earlier promo then had Cruise’s Digger Rockwell respond to the criticism with an expletive-laden brush-off aimed at his critics. Variety reported that the campaign closed by encouraging viewers to decide for themselves, making the disagreement the centerpiece of the film’s marketing.

The reviews explain why the studio is in this position. CinemaBlend noted that the film gave Cruise his worst Rotten Tomatoes score in nearly a decade, while IGN reported a 44 out of 100 on Metacritic.

New spot for ‘DIGGER’ plays into the Rotten Tomatoes score of the film. https://t.co/Z4h8MUE4KS

— Film Updates (@FilmUpdates) October 3, 2026

Some critics were brutal. The Guardian called it the most disappointing film of the year, describing it as a shallow, laborious, and self-congratulatory satire, while the New York Post joked that audiences would want to leave within the first 5 minutes.

Others were far kinder. IGN praised the excellent performances and noted the film delivers more than a few laughs, while the Associated Press singled out Cruise’s turn as a fresh addition to his long line of outsized male-ego characters.

The stakes are high. ‘Digger’ was greenlit at $125 million, with reports suggesting the final cost climbed to between $160 million and $180 million after production went over schedule.

Early returns have been worrying. After pulling in $1.2 million from Thursday previews, the film is tracking toward an opening weekend of roughly $7 million, well below Warner Bros.’ own projection of $12 million to $15 million.

A new trailer for ‘DIGGER’ has been released.

In theaters October 2. pic.twitter.com/kTEeFZI14E

— Film Updates (@FilmUpdates) September 9, 2026

That context makes the self-aware marketing feel like a calculated attempt to spark curiosity. By turning the split reaction into an invitation for audiences to see for themselves, the studio is betting that controversy can sell tickets better than a lukewarm score.

For Cruise, ‘Digger’ marks a rare move away from the action blockbusters that have dominated his recent career. The actor is nearly unrecognizable under heavy prosthetics, and many critics who disliked the film still admired how fully he committed to the role.

Whether audiences will warm to the satire is another question entirely. With the critics’ verdict now sitting front and center in its own advertising, ‘Digger’ has fully embraced its identity as the season’s most polarizing movie.

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