Apple TV+ is scaling back its focus on high-profile theatrical releases for its movies, with the upcoming “F1” racing drama serving as another test following a series of disappointments. While Apple made history as the first streaming service to win a Best Picture Oscar with “CODA” in 2022, its other films have not fared well at the box office. Due to underwhelming box office returns for movies like “Killers of the Flower Moon,” Apple has shifted away from theatrical releases.
This shift began with “Wolfs,” which had a shortened and limited one-week run in theaters before streaming on Apple TV+ starting September 27. According to reports from Bloomberg, Apple plans to follow this same reduced theatrical window for its future films, except for one.
In June 2025, Apple will release “F1,” a racing drama starring Brad Pitt, in partnership with Warner Bros for distribution. With a budget of $300 million, the performance of “F1” at the box office is seen as pivotal for the future of Apple’s movie ventures.
While Apple may still produce high-budget titles, there is a focus on films in the $100 million range, a market segment that has declined in the era of blockbuster franchises like Marvel. This shift could be welcomed by film fans, and would allow Apple to target around a dozen movies annually with a budget of $1 billion.
Aside from box office success, Apple is also considering how theatrical releases can promote Apple TV+ and potentially attract more subscribers. However, concerns have been raised by stars like George Clooney and Brad Pitt, who were disappointed by the shortened theatrical release of “Wolfs.” The impact on attracting talent to future projects remains a key concern for Apple TV+.
The long-term effects of reducing theatrical releases and movie promotion are still to be seen, with Hollywood veterans questioning Apple’s strategy as well as that of competitors like Amazon and Netflix. It is speculated that streaming services view theaters primarily as marketing tools, but may not be investing enough in promoting their films.
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