Apple might pour $1 billion into movies for theatrical release


Apple gives chilling first look at Martin Scorsese’s ‘Killers of the Flower Moon’
Martin Scorsese's "Killers of the Flower Moon" hits theaters later in 2023.
Photo: Apple TV+

Apple reportedly hopes to make a big splash at your local movie theater in the very near future. The company supposedly will spend $1 billion to make films for the big screen.

These also will appear on the Apple TV+ streaming service, of course.

Apple wants to be a big-time movie producer

Apple already makes movies that appear in theaters. The most recent was Sharper, which had its theatrical release February 10, 2023. And an earlier one made a big splash: CODA won an Oscar for Best Picture.

But the iPhone-maker is getting serious about in-theater movies, according to a report from Bloomberg. Its new scheme to grow the Apple TV+ subscriber base involves spending $1 billion making movies for theaters.

“Apple has approached movie studios about partnering to release a few titles in theaters this year and a slate of more films in the future,” notes Bloomberg.

At the beginning, Apple will focus on films already in production:

The goal is “to put movies in thousands of theaters for at least a month,” according to Bloomberg. Previous films from the Mac-maker received short runs in a just few theaters scattered around the United States.

Theaters to streaming

Despite the theatrical push, Apple’s primary focus will remain on its streaming service. In-theater movie releases will essentially serve as big-screen ads for Apple TV+.

The company might have pursued this strategy earlier, but the COVID-19 pandemic shut down theaters around the world shortly after the streaming service debuted in late 2019.


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