Tom Cruise's ambitious climate satire Digger is shaping up to be one of the biggest box office flops of the year, despite its star power and a message that many would consider urgent. The film, which casts Cruise as a bombastic oil tycoon whose relentless drilling triggers an ecological catastrophe, has struggled to connect with audiences and critics alike.
With worldwide earnings of just $35.3 million so far and projections settling around $50 million, the film faces an uphill battle to recoup its estimated $300 million budget. The second weekend saw ticket sales plummet by 60 percent, a clear signal that word of mouth has not been kind.
Why has Digger failed to resonate with audiences?
The critical consensus suggests the film's approach may be part of the problem. Variety's Owen Gleiberman described it as a “bombastically self-important satire” that lectures rather than engages. He argued the film's extreme framing creates a sense of guilt-tripping, saying:
“In its very extremity, the film is saying that the situation we face is so dire, so on the precipice of disaster, that if you watch this movie and somehow fail to embrace its 'visionary' message of apocalypse now, you're contributing to the problem.”
Bilge Ebiri of Vulture was equally unimpressed, calling the experience “torturous”, while the Guardian pointed out a perceived hypocrisy, noting that “Digger does not attack movie stars' private planes.”
A marketing pivot attempts to salvage the narrative
In response to the poor reception, the marketing team has taken an unconventional approach. A new trailer highlights both the most flattering and harshest reviews, flashing between “masterpiece” and “unpleasant”, “magnificent” and “insufferable”, encouraging viewers to “decide for yourself.” The trailer also contrasts negative American reviews with more positive international ones, with Cruise's character declaring: “You decide which!”
Cruise remains defiant despite the numbers
Despite suffering his worst opening weekend since 2007's Lions For Lambs, the 64-year-old actor has stood by the project. He told reporters he doesn't consider opening weekends when making films, focusing instead on creating work that will “translate and last and evolve.”
Some voices have come to the film's defence. The Telegraph's Robbie Collin awarded it four stars, calling it the year's “weirdest, wildest studio movie.” Anne Hathaway took to Letterboxd to praise the film as “brilliant”, while Jane Fonda commended its risky approach to waking audiences up about the climate crisis.
What does Digger's failure tell us about climate storytelling?
For New Zealanders, a nation deeply connected to environmental issues, the film's struggles raise important questions about how we talk about the climate crisis. The challenge lies in creating stories that inspire action without alienating audiences. As Alexander Larman of the Spectator noted, Cruise's role positions him as an “old-school preacher”, a framing that may not resonate with modern viewers seeking nuance and collaboration rather than condemnation.
Adam White of the Independent drew comparisons to other cult classics that found redemption over time, but remained sceptical: “Showgirls was rescued and made immortal by people smart enough to get on its wavelength. It's unclear who will step in to rescue Digger.”
The Social Reckoning also stumbles at the box office
The same weekend saw Aaron Sorkin's The Social Reckoning, a companion piece to David Fincher's 2010 hit The Social Network, flop with a $5.5 million debut. The film, starring Jeremy Strong, Mikey Madison and Jeremy Allen White, struggled with poor reviews and audience indifference. Jesse Eisenberg, who played Mark Zuckerberg in the original, reportedly passed on reprising his role due to concerns about glamourising the Meta CEO.
As Hollywood grapples with how to tell stories about our most pressing challenges, Digger serves as a reminder that message alone isn't enough. Audiences want to be invited into a conversation, not lectured from a pulpit. For a country like Aotearoa, where environmental stewardship is woven into our national identity, the lesson is clear: the most effective climate stories are those that inspire through hope, connection and shared purpose, not fear and finger-wagging.