It is an ad for a movie that is actually an ad for an actor that is actually an ad for The Movies. It is a Matryoshka of intermingled commercial imperatives that also signals the start of Oscar season. Because, make no mistake: this is Tom Cruise saying, "It's my time."
@IMAO_ Makes sense though. Die hards who are pre-conditioned to like it (or at least want to like it) catch it day one, and it drops as more people see it.