"Digger" Headed For Disastrous Launch
The Tom Cruise-led film 'Digger' is projected to be a major box-office disappointment, with production and marketing costs significantly exceeding initial estimates. Despite heavy promotion, the film is struggling to generate audience interest and has received divisive reviews.
Why it matters
It highlights the financial risks of high-budget studio films and the challenges of marketing complex, non-crowd-pleasing content in a volatile theatrical market.
The Tom Cruise-led and Alejandro Inarritu-directed dark satire”Digger” is reportedly heading for a disastrous box-office opening this weekend.
Before the film screened this past week, “Digger” was projected to be targeting a concerning $18-20 million domestic debut – not good for a film that was greenlit at a budget of $125 million.
Cruise has been out there promoting the film hard, which you would assume would drive up awareness. Even if it did, actual interest in seeing the film is falling, as Variety reports that tracking now suggests an opening of just $12-15 million.
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