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Can A Month of PR Stunts Undo Tom Cruise’s Five Year Slide?

By Roger Friedman

hollywoodnews.com: Tom Cruise is back. Well, he obviously wants to come back. So badly it hurts.

A month before James Mangold’s “Knight and Day,” returns Cruise to the big screen on June 25th, the star’s p.r. machine is purring and humming.

Right now, we’re inundated with Cruise doing promos for the MTV Movie Awards as his “Tropic Thunder” character, Les Grossman. It’s not so funny, but Cruise is milking it. They’ve even combined it with a parody of “Risky Business.” Cruise wants to remind the world that before he jumped on couches, suddenly found Katie Holmes, and made promotional videos for Scientology, he was just a fun guy in Ray Bans and tighty whiteys.

And Tom is on the cover of Esquire, giving minimal answers to softball questions. He’s blaming his deadbeat father for everything. Poor Mr. Mapother cannot defend himself, and no one else will do it. Mr. Mapother as bad dad is an excellent excuse for all of Cruise’s reent nuttiness.

Also in the last weeks, we’ve seen Tom in two “viral” videos–one with Cameron Diaz from “Knight and Day” that’s more staged than a Broadway play. And there’s also Tom’s “impromptu” dance with Katie, the tape of which “leaked” to the web. There will be more leaking of Tom Cruise being “spontaneous” in the next few weeks than leaks on the Titanic.

But this is how it is. In 2005, a terrible episode began in Cruise’s life as he ditched his longtime flack, Pat Kingsley, for his sister. The Katie Holmes business started, followed by the couch jumping and the fight with Matt Lauer on the “Today” show. Then Sumner Redstone ended Tom’s relationship with Paramount. Cruise has gone through several more publicists since then, including a few at Rogers & Cowan and now the gang at 42West.

Images PRPhotos

To read more go to showbiz411.com

About Roger Friedman

Roger Friedman began his Showbiz411.com column in April after 10 years with Fox News where he helped create Foxnews.com. Friedman’s prior experience on the Internet is with MSN’s Cinemania column. Friedman also wrote the Intelligencer column as a contributing editor at "New York Magazine," where he covered the O.J. Simpson criminal trial. In addition, Friedman has been involved in book publishing and filmmaking (Only the Strong Survive). For more about Roger go to Showbiz411.com

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  • May 31, 2010 | Permalink |

    Tom Cruise is trying to hide behind Cameron Diaz to up his ratings. Instead, hers will drop. Look how fake they are in the photo above! They sadly look like hams and about as believable as the moon is made of green cheese.

    Plus Cruise is transparent — he targets demographics, Latinos and Afro American (rap hip hop Black Eyed Peas) they are all stunts. Stunts and no cigar. Stunts and no talent. ::YAWWNNN ::

    Can we have some real talent please USA?!

    Tom Cruise is not juts a has been — he never really was. We just loved the spin from his former PR team. It was an illusion he could not maintain.

  • May 31, 2010 | Permalink |

    His one tooth smile is getting really grotesque too (Tom Cruise is not just a has been — he never really was. We just loved the spin from his former PR team. It was an illusion he could not maintain.)

  • June 1, 2010 | Permalink |

    wow, i must have read a diffrent esquire article. the one where tom talked about his father and then said that he was responsible fore his o

  • June 1, 2010 | Permalink |

    Tom Cruise needs no comeback. He never left. War of the Worlds made $591million worldwide. Mission Impossible 3 did very well worldwide too. And Valkyrie made about $200million worldwide, which is A LOT for a nazi war themed movie. He is still on the top as the trailer for Knight and Day shows and we still love his movies.

  • June 1, 2010 | Permalink |

    Roger Friedman has ALWAYS hated Tom Cruise. The guy has no credibility. Sorry Roger, but it’s true.

  • June 1, 2010 | Permalink |

    Tom Cruise doesn’t need a “comeback” – to prove a point, he deliberately made two EXTREMELY uncommercial films that had very little chance of success – and they STILL made money.

  • June 1, 2010 | Permalink |

    Roger Friedman has always been a Tom Cruise hater, he can’t get over that fact for some reason. My guess is Tom must have “slighted” him (at least in Roger’s opinion) in some way a few years back.

    The MTV spots are funny, get over your hate Roger, maybe your career will stop sliding like it has the last few years….

  • June 1, 2010 | Permalink |

    “Deliberately made 2 uncommercial films? Ridiculous. Cruise thought they would be blockbusters, but of course they weren’t. Cruise is no longer the ‘world’s biggest movie star’,, and he never will regain his former status. We saw the real Cruise in the leaked Scientology indoctrination video, the Hitler-esque “to LRH” salute, the couch jumping and silly PDA’s with his child bride.
    As for your attacks on Roger, how predictable. When nothing else works attacks the messenger. It’s the Scientology way.

    Love your blog Roger, particularly the way you refuse to be intimidated by the cult of greed and power.

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