What the papers say: Tom Cruise gets studio break

Tom Cruise's appointment as boss of United Artists, the dormant independent film makers' studio, provided the celebrity with some welcome positive headlines: ‘Down-and-out Tom Cruise bounces back as studio boss' (Daily Mail, 3 Nov); ‘Cruise new top gun at Uni­ted' (itv.com, 3 Nov); ‘Cruise in United Artists comeback'  (breakingnews.ie, 2 Nov).

The deal was widely seen as giving Cruise a new lease of life after his acrimonious split from former employer Paramount Pictures, which left his career ‘in tatters' (The Guardian, 3 Nov).

But the news was also a chance to document Cruise's fall from grace, from being Hollywood's most bankable movie star to unfavoured ­actor.

Sofa-hopping on The Oprah Winfrey Show, his ­‘controversial' relationship with Katie Holmes, the birth of their daughter Suri, his comments on antidepressants, his spat with Brooke Shields, his Sciento­logy convictions, the box office flops of War of the Worlds and Mission Impossible III. And yes, even placenta-eating. All of these episodes were resurrected and raked over again.

Given such a string of juicy ‘publicity faux pas' (Daily Mail, 3 Nov), Cruise may find it takes more than one good news announcement to shake off his wacky public image.
 
Analysis conducted by Echo Research from data supplied to PRWeek from NewsNow.

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