Much of politics is theater. Remember that Paul Begala (of Clinton infamy) described politics as show business for ugly people. I’ve known enough politicians to know that there is a lot of truth in that statement. I don’t know if Cruz and Trump are coordinating their strategies, but I wouldn’t be completely shocked if that scenario plays out. Remember that Trump is a reality show star (actor) and Cruz is a professional politician (also an actor).
OTOH, Cruz has always been extremely ambitious, greedy for power, money, and fame he imagined is due him. He never has had any patience and he IS the actor, not Trump! Trump just has an oversized persona; what you see is what he is; well, partially, because he wears many hats and behaves differently in different situations. He doesn't need the trappings of the presidency to BE somebody.