By now everyone’s heard about how Tom Cruise has threatened not to promote M:I:III if Comedy Central re-airs the South Park episode about Tom Cruise and Scientology. The threat works because Paramount and Comedy Central are both owned by Viacom, which reveals an unforeseen danger of media consolidation: The empowering of insane celebrities to hold entire conglomerates hostage. Pity your poor corporate overlords.
I think Cruise is bluffing anyway—he has as much to lose as anyone if M:I:III, his biggest vanity franchise, tanks. But just in case he’s serious? Viacom, your choice is clear: Tell Comedy Central to air the South Park episode as much as possible. After all, it's Tom Cruise. Do you really want this lunatic on the talk show circuit promoting your movie? People may still love Tom on the big screen, but the last thing you need is him giving more scary interviews where he rants about psychiatrists and jumps on couches for Katie. Call his bluff and air the episode. If he follows through on his threat, congratulations. You just dodged a bullet.