Hollywood studios are looking for ways to turn global star power and high-profile directors into theatrical demand as audiences become increasingly selective about paying for movies outside established franchises. For U.S. studios, distributors and investors, Tom Cruise’s 13th visit to South Korea for “Digger” highlights the international value of major movie stars in promoting original films beyond established franchises.
Cruise arrived in South Korea on October 1 to promote “Digger,” marking his 13th visit to the country. The film, directed by Oscar winner Alejandro González Iñárritu, is scheduled to open in South Korea on October 3.
The movie casts Cruise in an unusual role for an actor best known for action franchises such as “Mission: Impossible” and “Top Gun.” He plays Digger Rockwell, an eccentric oil billionaire whose drilling operation at a Greenland ice facility triggers a seemingly minor crack that escalates into a global catastrophe.
The story combines dark comedy and satire with themes including geopolitical power, corporate greed, materialism and environmental disaster. For U.S. entertainment companies, the project represents a higher-risk theatrical model: an original film relying on the international draw of a major star and director rather than the built-in audience of a franchise.
Cruise said Iñárritu spent about nine years developing the screenplay. The actor was first approached about the project in 2019, on the first day of filming “Top Gun: Maverick,” and traveled to meet the director soon afterward.
Cruise described Iñárritu as one of the leading artists in film and said the director’s reputation was a major factor in his decision to join the project.
The actor also underwent a substantial physical transformation to portray Rockwell as a man in his 70s. Working with Oscar-winning makeup artist Kazu Hiro, Cruise changed his appearance, posture, movement and voice for the role.
One of the film’s most demanding sequences is a roughly 10-minute continuous monologue. Cruise said the scene was initially scheduled to take four days to film but was completed in a single day after four takes.
The production also placed an emphasis on practical filmmaking. Iñárritu and cinematographer Emmanuel Lubezki used the VistaVision format, while production teams built physical sets and hand-painted miniature elements for the film.
Cruise said he was not focused on awards or opening-weekend box-office results while making the movie. Instead, he emphasized the opportunity to work with Iñárritu and create a film that could continue generating discussion after audiences leave theaters.
For U.S. studios and investors, Cruise’s continued ability to draw international attention remains a valuable asset as theatrical economics become increasingly dependent on global audiences. His 13th visit to South Korea also underscores the importance of overseas markets in the promotional strategy for major Hollywood releases.
“Digger” is scheduled to open in South Korea on October 3, giving the film an early test in one of Cruise’s most established overseas markets.
