Brad Pitt and George Clooney in ‘Wolfs’
No Apple TV+ movie has become a blockbuster hit bringing in enough money to rival the iPhone, but theatrical releases help the company attract subscribers — and also talent.
Writer/director Jon Watts’ movie “Wolfs,” starring George Clooney and Brad Pitt, is now getting a one-week limited release in theaters. That might normally just be taken as Apple not expecting the movie to do well – yet Apple simultaneously greenlit a sequel to the film.
That mixed message, and particularly the shortening of the film’s time in theaters, has led to speculation that Apple may simply no longer be pursuing theatrical releases as it once did with movies like “Napoleon,” and “Killers of the Flower Moon.”
Naturally, Apple is not saying anything about this, but there are four reasons for a firm undertaking the expense and complexity of a major theatrical release — and while arguably Apple no longer needs any of them, it still benefits from every one.
The headline reason for putting films out in theaters is that if you don’t, you’re not eligible for awards. That can sound trivial, but traditionally winning awards has benefits to the profitability of a film not just in that awards season, but forever after.
Apple TV+ – theatrical prestige is key
When you’re trying to stand out in a crowded market, being the streamer that wins awards definitely helps. Apple TV+ certainly needed that before, as it is the streamer with by far the smallest library, but maybe it doesn’t need it any more.
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