How badly were K-Mart sales affected by a catchphrase from the movie 'Rain Man'?

The company's image was widely lampooned, reaching its nadir in the movie "Rainman," where Tom Cruise famously sneered, 'Kmart sucks!'" Kmart had a big image problem. That might not be too serious in another industry, but it's life or death for a retail firm. When Tom Cruise's character in Rainman brashly stated, "Kmart sucks," I thought it was a seminal moment for the company -- the beginning of the end. That statement may have been a bit harsh, but investors who lost it all on the company's original equity probably share the sentiment.