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The whole idea is about publicty. I know everyone has heard that there is no such thing as bad publity. Summertime is highly competitive for new movie releases and so it's not odd that he's been doing things that get a lot of attention. Cruise/Wagner(his agent) get a nice chunk of every movie Tom does + his huge per film salary.
Now is it any surprise that "War of the Worlds" took in 20+ million it's first day.
Regardless of whether or not he's gay, he's did a great job marketing this movie..
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