Digger execs call out US critics who panned the Tom Cruise movie in a scathing now-deleted advert as the polarising film bombs at the box office and becomes ‘the biggest flop of the actor’s career’

Warner Bros. has tested out a new marketing strategy for its box office flop Digger after a dismal opening weekend for the Tom Cruise movie.

Cruise and director Alejandro G Iñárritu’s critically panned satire, which cost at least $125million to make, grossed just $8million in US cinemas over the weekend – the lowest opening weekend box office for a movie starring Cruise in 19 years. 

After already blowing another $100million on marketing, which has seen Cruise in megadrive mode fronting months of teasers and appearing on every TV show going, the marketing executives have deployed a bold new tactic.

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