Apple’s biggest theatre gamble, the $250 million F1 movie, arrives at US theatres tonight. Following that release, a new report reveals that the company is weighing the big moves that prove to be serious about theatre.
Apple may launch its own theatrical distribution unit for each WSJ
Ben Fritz and Joe Flint write Wall Street Journal:
Just as Amazon did when it acquired MGM, Apple hasn’t invested in its ability to release and promote its own films. Warner Bros. distributes “F1” to Apple, and according to those familiar with the arrangement, it has earned a growing box office revenue percentage with ticket sales.
This approach saves Apple at overhead costs, but at the mercy of partners who may prioritize their own production. Warner Bros is releasing the most important film of the year, “Superman,” two weeks after “F1.”
A Warner spokesperson said it was giving F1 a “robust global marketing campaign worthy of a film of that size.”
Apple executives are discussing starting their own theatre distribution unit, people familiar with the issue said.
That last sentence is thrown into the conclusion of the article with mostly additional comments. But when Apple continues on the move, it actually becomes very big news.
Apple’s history and theater efforts are everywhere.
In the early days of Apple TV+, Apple focused on indie, Oscar bait-type films and achieved success with its approach. Coda was Streamer’s first film, winning an Oscar and winning the Best Picture.
In these films, Apple only offers limited theatrical releases for award eligibility.
The company then shifted gears and began releasing broad theatrical efforts on a big budget. Think of the murderers of Flower Moon, Napoleon and Algir.
This approach was not very fruitful. After some disappointing releases, Apple finally cancelled Wolfs’ wide theatre plans and stacked the film’s release slate on straight TV+ film.
F1 movies are one major exception.
Due to Apple’s complicated history in cinemas, Hollywood is naturally cautious.
This is definitely the reason why Eddie Cue emphasized what he told him Bloomberg“This notion that theatres are disappearing, that’s not true… theatrical experience is great, and I’m a huge fan.”
However, if Apple launches its own theatrical distribution unit, it will make a big difference that cinemas are part of the company’s long-term content plan.
Do you think Apple should be more committed to theater, or should they continue to pull back? Please let us know in the comments.
Apple TV+ is available for $9.99 a month and features TV shows and movies such as Ted Lasso, Severance, Morning Show, Silos and Shrinks.
