Digger campaign reframes poor reviews as proof of artistic ambition
- Film launches controversial 'divisiveness not failure' marketing campaign to counter poor reviews
- Strategy echoes failed Coppola approach by conflating critical disagreement with artistic merit
- Prestige film's original broad-appeal positioning undermined by divisiveness narrative
Tom Cruise's film "Digger", directed by Alejandro González Iñárritu, has received poor critical reviews, prompting its producers to launch a provocative new marketing campaign. The ad features Cruise dismissing critics and rebranding the mixed reception as evidence of the film's divisiveness rather than genuine weakness, arguing that audiences…