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.