With the recent Mission: Impossible news, the Tom Cruise PR machine is spinning back to life. Don’t call it a comeback?
Once upon a time he was on top of the world – Hollywood royalty – possessor of a million watt smile and a rugged, boyish charm that set the box office on fire. After a series of big, romantic hits in the 80’s, he winged his way into the 90’s seemingly without a care in the world. After meeting co-star Nicole Kidman on the set of the film Days of Thunder, the two became inseparable and married shortly thereafter. Together, they became THE Hollywood power couple of the day, referred to often by first name as THE people to be seen with. And while the press loved Tom & Nicole, there was always an air of class about them – restrained civility as if they were more divine than human. Nothing could bring these two down from their perch; nothing but divorce.
After separating in 2001 Cruise…well, he seemed to lose his mind. The tight reins kept on him for so long were loosened and he wanted the people who adored him to get to know the REAL Tom. And as it turned out, the REAL Tom Cruise was a bit of a mix of frat boy and Amway salesman. Interviews with him began to become less positive as the full experiences, revealed by the writers, was said to be uncomfortable days spent with something of a backslapping jock, and the neatly coifed visage began to show a few hairs. Then in 2004 Cruise fired Pat Kingsley, his manager of 14 years, and gave his sister the job – setting out to create a new Tom Cruise. They succeeded.
Unfortunately for them, the new Tom Cruise was crazy. Completely out of his damned fool mind, he went out and found himself a beautiful young wife. Long rumored to be somewhat arranged when other actresses came forward that their people were contacted by his people about dating, he ended up marrying Katie Holmes, who arguably had admitted in an interview almost a decade before, that she wanted to grow up to marry Tom Cruise. Then came Oprah and the infamous couch dance; then the very open and frank talks about his religion; then the questions about his sanity. And that’s when the cart came unhooked from the horse. Things went from bad to worse when an internal Scientology video was leaked to the world, shining a light on just how wild Cruise’s beliefs were (by many of his fans standards.)
His career at the top of the A-list was over. His Mission: Impossible franchise, while still turning a profit, saw a drastic decrease in both domestic and worldwide grosses falling just short of $400 Million compared to its predecessors near $550 Million take. His two follow ups, Lions for Lambs and Valkyrie, sported dismal, disappointing returns. Most critics were quick to blame his outlandish personality and fanatical religious views. At first I didn’t want to believe it, but after a while, even I had to buy the fact that people didn’t want to see his movies because they were simply tired of him.
Now, after a year off, his PR machine is gearing up for next summer’s release of his action-comedy Knight and Day (check out the trailer here) as well as the announcement of MI:4. But is this the triumphant return of a star; a comeback waiting in the wings? Or will this be another nail in the coffin of his career. Watching the trailer to Knight and Day, it’s hard to figure out if he’s playing a parody of himself or if he’s being deathly serious. And what of MI:4? Will this be more of “The Tom Cruise” show like the first two films – or closer to the third in which it was more team focused. Or will he play the Phelps role and graciously let others take point while he plays the mastermind in the background?
Most important of all: can he keep his mouth shut in interviews and keep a low enough profile that he is both seen but not heard? You know, like the olden days when he was a star? One way or another, Cruise is coming back. I for one am hoping for the best. When he’s on, he’s on. When he’s not, well…someone might need a new couch.
