This is the first normal thing he's done in years (outside of asking Katie Holmes to marry him).
I guess someone finally realized that maybe it was a bad idea for his scientologist sister to be running the "Tom Cruise is insane" campaign that they've been waging for the last few years.
"Tom Cruise has hired veteran publicist and Rogers and Cowan co-chairman Paul Bloch to handle his publicity activities, including those for Cruise-Wagner Prods.
Move replaces Cruise's sister, Lee Anne DeVette, who had been serving as his publicist since March '04, when he parted ways with longtime rep, PMK/HBH's Pat Kingsley."
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