While he used to be a "star" years ago,
Many, many movie audiences are much less apt to even see a movie if he is in it.
An audience must first "like" a movie actor in order to cheer for them in the plot. People liked Paul Newman, Steve McQueen, and Jimmy Stewart. I believe they still like Matt Damon (I know, he is strange too), but the Jason Bourne movies prove audiences like his characters.
Cruise has long since worn thin. He is a whack job of a real person, and his Scientology cult has only made him weirder.
That's Steve Jobs, isn't it?
That would include me.
Tom Cruise, control freak.