That’s the gist behind Warner online ad for the new Iñárritu film, which is receiving some scathing reviews

“Decide for yourself,” declares the text introducing the ad (below). The ad then kicks off with a critic quote saying Digger “is an ambitious film sure to polarize audiences,” before Tom Cruise’s titular character exclaims, “You know what? Fuck those people!”

Other contrasting critic quote messages flash across the screen, juxtaposing the words “Unpleasant” and “Masterpiece,” and then, “Baffling” and “Brilliant,” and “Insufferable” and “Magnificent.” The ad ends with Cruise’s character saying, “Never be afraid to tell the truth — whatever that is.”

It’s a pretty bold ad for a rather bold film, essentially telling moviegoers: “Some people really dislike this movie, so go buy a ticket to find out why and, hey, maybe you’ll agree — or not.”

The studio must have had some idea that the film was going to get pilloried in some corners as the ad went live even before the review embargo broke Tuesday.

The $125 million production stars a nearly unrecognizable Cruise playing an oblivious oil tycoon whose drilling in Greenland dislodges an ice shelf from a glacier that’s going to cause a global disaster. He must race to prove that he’s humanity’s savior before the ecological accident wreaks havoc on the planet.

Digger contains a twist upending its narrative that’s complicated the reviews and discussion as critics have been tiptoeing around describing the film’s actual meta storyline.

Some critics have praised the film as a bold and timely story with incredible production design and features Cruise in a bombastic performance.

Digger opens in theaters Friday, October 2.