In the midst of contract negotiations between the Alliance of Motion Picture and Television Producers (AMPTP) and SAG-AFTRA, Hollywood superstar Tom Cruise has emerged as a prominent voice, engaging with representatives from both parties. Deadline has confirmed that Cruise delved into various pressing issues, including generative AI, project promotion, and concerns specifically related to stunt professionals.
During a recent bargaining session call, Cruise earnestly appealed to the AMPTP to grasp the significance of SAG-AFTRA's request for safeguards regarding generative AI. Furthermore, the actor expressed his support for the actors guild's proposals on behalf of stunt coordinators and performers. Although details regarding these specific requests have yet to be disclosed by the guild, Cruise's backing undoubtedly adds weight to their cause.
Interestingly, Cruise also encouraged SAG-AFTRA to consider allowing increased member promotion of studio projects, even in the event of a strike. A source close to the actor clarified that this discussion did not pertain solely to his latest blockbuster spy film, Mission: Impossible – Dead Reckoning Part One, as its promotional campaign had already concluded. Instead, Cruise emphasized the influential role actor PR plays in shaping box office outcomes, which are of paramount importance to theaters in the post-pandemic landscape and, consequently, to the acting profession itself.
As one of the world's most prominent stars and a staunch advocate for preserving the theatrical experience, Cruise's perspectives on navigating the industry's current turmoil have long been subject to close scrutiny. His unwavering determination to release Top Gun: Maverick exclusively in theaters during the pandemic was vindicated when the film grossed over $1.4 billion worldwide and garnered six Oscar nominations, including Best Picture. Steven Spielberg even credited Cruise and this particular success with “saving Hollywood's ass” during its recovery from the COVID-19 crisis.
In anticipation of his latest Mission: Impossible installment, Cruise went out of his way to encourage moviegoers to support other films, such as Oppenheimer and Barbie, by watching them on the big screen. He underscored the importance of this collective effort for the benefit of the entire industry. Taking to social media, Cruise wrote, “This summer is full of amazing movies to see in theaters. Congratulations, Harrison Ford, on 40 years of Indy and one of the most iconic characters in history. I love a double feature, and it doesn't get more explosive (or more pink) than one with Oppenheimer and Barbie.”
Starring an ensemble cast including Hayley Atwell, Ving Rhames, Simon Pegg, Rebecca Ferguson, and Vanessa Kirby, Mission: Impossible – Dead Reckoning Part One premiered in theaters on July 12, raking in over $235 million in box office receipts thus far. However, the production of Dead Reckoning Part Two, originally slated for a June 28, 2024 release, may face delays unless a resolution is reached in the ongoing actors' strike. Recently, the strike has caused several productions, including Dead Reckoning Part Two, to halt their operations. After more than a month of negotiations, the labor action in Hollywood officially commenced on July 14.
As the industry grapples with these significant challenges, Tom Cruise's steadfast commitment to unity and the theatrical experience continues to shape discussions about the way forward. His influence and support hold the potential to impact the outcome of the contract negotiations and ultimately shape the future of the entertainment landscape.