Tom Cruise not renew their production contract with him. In addition, Marketing Evaluations reported that Cruise's Q score (a measure of the popularity of celebrities), had fallen 40 percent. October 10, 2006, was declared "Tom Cruise Day" in Japan; the Japan Memorial Day Association said that he was awarded with a special day because he has made more trips to Japan than any other Hollywood star. While reviewing "Days of Thunder", film critic Roger Ebert noted the similarities between several of Cruise's 1980s films and nicknamed the formula the "Tom Cruise Picture". Some of Cruise's later films like "A Few Good Men"
Tom Cruise publicist was Lee Anne DeVette, Cruise's sister, who was herself a Scientologist. She served in that role until November 2005. DeVette was replaced with Paul Bloch from the publicity firm Rogers and Cowan. Such restructuring was seen as a move to curtail publicity of his views on Scientology, as well as the controversy surrounding his relationship with Katie Holmes. The 2015 documentary "Going Clear: Scientology and the Prison of Belief" cast a spotlight on Cruise's role in Scientology. The film alleges that Cruise used Sea Org workers as a source of free labor. In the film, Cruise's former auditor Marty