Tom Cruise's Digger suffers massive financial loss

Tom Cruise's latest film, Digger, has been described as a commercial disaster, with reports indicating losses nearing $245 million, according to The Wrap, making it one of the most costly commercial failures in Warner Bros. history. The film, directed by Alejandro G. Iñárritu and budgeted between $125 and $180 million, has earned only $39 million globally in its first two weeks, with $16 million in North America, according to Box Office Mojo.

Box office performance lags behind expectations

In France, Digger has attracted less than 270,000 admissions, placing it in ninth place in the French rankings, far behind films starring Brad Pitt, Kev Adams, and Élie Semoun, according to the CBO. This is a stark contrast to Cruise's previous films, such as Mission: Impossible: The Final Reckoning (2025), Mission: Impossible: Dead Reckoning (2023), and Top Gun: Maverick (2022), which achieved significantly higher admissions.

Critics point to audience expectations and Cruise's image

Critics suggest that the failure of Digger may be due to the public's desire to see Tom Cruise within his established franchises rather than in a new, unconventional role. Film critic Lucile Commeaux of France Culture notes that the public expects to see Cruise as a "deeply stable and reassuring figure" rather than in a "degraded state." Ben Croll of Variety adds that Cruise's public persona is tied to a "star-persona," which includes being an American type, confident, and quintessentially Reaganist, a role he has consistently played in his films.

Marketing strategy criticized for alienating fans

The marketing strategy for Digger has also been criticized. Ben Croll argues that Warner Bros. highlighted Cruise's new look, including prosthetics and a different accent, which may have been appropriate for an actor like Johnny Depp but not for Cruise, whose audience expects him to remain recognizable. The film's promotional campaign focused on surprise and mystery, similar to The Drama (2026) and Primetime (2026), which some critics consider risky.

Changing audience habits and film preferences

Jordan Mintzer of The Hollywood Reporter highlights that changing audience habits, such as the rise of streaming platforms and increased ticket prices, mean that viewers now go to the cinema for a "good reason," typically expecting a safe, successful product or a critical phenomenon. He suggests that the failure of Digger may signal a decline in the appeal of cynical, auteur-driven films, which have struggled to compete with more straightforward blockbusters like Spider-Man: Brand New Day and The Odyssey.

Alejandro G. Iñárritu faces scrutiny over Digger

Alejandro G. Iñárritu, who previously achieved success with The Revenant (2016), which earned 3.8 million admissions in France, has faced criticism for Digger. Despite his belief that the film provokes and challenges audiences, the box office results have been disappointing. Jordan Mintzer warns that this failure could signal a broader issue for auteur films in Hollywood, particularly as Warner Bros. has shifted its focus following the acquisition by Paramount and the departure of former leaders Michael De Luca and Pamela Abdy.

Industry concerns over creative direction

Ben Affleck has recently defended Digger on his podcast Happy Sad Confused, expressing concern that the industry is moving away from diverse, original content. He argues that without support for original and ambitious works, Hollywood risks losing its creative edge.