Wire report
Don’t hate the movie, hate the critic! Digger’s new PR push is a risky bet for film that was never meant to be divisive
‘SAME FILM – DIFFERENT TRUTH’ is the marketing solution for the film’s poor reception by critics. Or, as Cruise says in the ad, ‘Fuck those people!’ ‘You know what? Fuck those people!” The speaker is Tom Cruise in his serious-fatsuit role of Digger, in the bold new online ad which gives the finger to his film’s bad reviews and the haters. His words are now repurposed to address loathsome critics. The ad’s message is that a provocative, passionate film like this is divisive. You should make your own mind up. Which is true of course. Although it is just as true for films getting across-the-board raves. The last movie to try this was Francis Ford Coppola’s Megalopolis: it too ran an ad campaign rebranding the existence of bad reviews (though like Digger it also had plenty of good reviews) as evidence of genius which had yet to be appreciated. This campaign went terribly wrong when it was po
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‘SAME FILM – DIFFERENT TRUTH’ is the marketing solution for the film’s poor reception by critics. Or, as Cruise says in the ad, ‘Fuck those people!’ ‘You know what? Fuck those people!” The speaker is Tom Cruise in his serious-fatsuit role of Digger, in the bold new online ad which gives the finger to his film’s bad reviews and the haters. His words are now repurposed to address loathsome critics. The ad’s message is that a provocative, passionate film like this is divisive. You should make your own mind up. Which is true of course. Although it is just as true for films getting across-the-board raves. The last movie to try this was Francis Ford Coppola’s Megalopolis: it too ran an ad campaign rebranding the existence of bad reviews (though like Digger it also had plenty of good reviews) as evidence of genius which had yet to be appreciated. This campaign went terribly wrong when it was po
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What happened
According to The Guardian’s source item, Don’t hate the movie, hate the critic! Digger’s new PR push is a risky bet for film that was never meant to be divisive, ‘SAME FILM – DIFFERENT TRUTH’ is the marketing solution for the film’s poor reception by critics. Or, as Cruise says in the ad, ‘Fuck those people!’ ‘You know what? Fuck those people!” The speaker is Tom Cruise in his serious-fatsuit role of Digger, in the bold new online ad which gives the finger to his film’s bad reviews and the haters. His words are now repurposed to address loathsome critics. The ad’s message is that a provocative, passionate film like this is divisive. You should make your own mind up. Which is true of course. Although it is just as true for films getting across-the-board raves. The last movie to try this was Francis Ford Coppola’s Megalopolis: it too ran an ad campaign rebranding the existence of bad reviews (though like Digger it also had plenty of good reviews) as evidence of genius which had yet to be appreciated. This campaign went terribly wrong when it was po
Context
The development sits in VINI’s Culture file for readers following arts, entertainment, fashion, film, music, celebrity, and the business of culture. The original report is linked so readers can check the source account, follow later updates, and compare new coverage against the first published record. The source item is dated 2026-10-01T10:35:21+00:00.
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Source
Primary source: Don’t hate the movie, hate the critic! Digger’s new PR push is a risky bet for film that was never meant to be divisive via The Guardian. VINI cites and links the source; it does not reproduce the publisher’s full article text without rights clearance.
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Source links
- Don’t hate the movie, hate the critic! Digger’s new PR push is a risky bet for film that was never meant to be divisiveThe Guardian - 2026-10-01T10:35:21+00:00
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