Apple wants to compete with the greats of Hollywood

AppleTV+ It is one of the streaming platforms that benefited the most during the pandemic, when movie theaters were forced to close their doors and the big Hollywood studios had to sell the distribution rights to some of their films in order to make a profit. in the midst of so much uncertainty. Everyone came out winning in times of film crisis, but now, with the recovery of the industry, on-demand services must adopt new strategies if they want to compete as equals and, incidentally, keep the public and the prizes.

Apple’s catalog already includes award-winning titles such as Greyhound (2020), wolfwalkers (2020), The Tragedy of Macbeth (2022), Cha Cha Real Smooth (2022), Causeway (2022) and of course coda (2021), winner of the Oscar for Best Picture in 2022. Tapes acquired for distribution or high-profile original productions that briefly passed through theaters before their release on the platform. But the eligibility (and rules) of the Hollywood Academy of Arts and Sciences keep changing, as do the preferences of audiences, who often choose to see the biggest releases on the biggest screen.

The Tragedy of Macbeth available on Apple TV
IAC Films


Apple’s strategy for the future

Unlike companies like Netflix (which today must reduce its budget), Apple TV + seeks to redouble the bet and invest a gigantic sum of money (one billion dollars a year) to release its feature films in theaters, take advantage of the profitability that the box office brings and add a little prestige to the path of streaming. Manzanita’s plan includes 15 releases a year –like the majors in Hollywood–, in as many theaters as possible and with an exhibition window of (at least) 30 days, before landing in its on-demand catalogue.

An ambitious strategy that is very well received by North American distributors and movie theater chains such as AMC, IMAX or Cinemark, who hope that other companies will follow suit. In addition, Apple has already demonstrated its commitment to the most outstanding filmmakers and actors, who decide to allocate their talent to quality productions that – they understand – are not going to be lost among the platform’s titles.

Killers of the Flower Moon on Apple TV
Apple TV

input, Killers of the Flower Moon of Martin Scorsese It already has a release date scheduled for October 6 in the United States, after its world premiere at the upcoming Cannes Film Festival. Napoleon of Ridley Scott it will do the same on November 22; two tapes that are going very hard for the 2023-2024 awards season.

And the projects do not stop there. Flora and son by John Carney (Eleven); Project Artemis with Scarlett Johansson and Channing Tatum; blitzthe new Steve McQueen movie with Saoirse Ronan; The Instigatorsa thriller of Doug Liman starring Casey Affleck and Matt Damon; and Wolves, which reunites George Clooney and Brad Pitt on screen, are already in different stages of development, shaping the conglomerate’s ambitious plan.

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