People might go to theaters to see some of Apple's biggest films before they visit Apple TV Plus.
Allegedly Apple will pursue a traditional theatrical release plan, according to The Wall Street Journal, which can go beyond what Netflix offers for some of its greatest films. This means that some films stay in the cinema for 12 weeks before they are available for streaming. Apple plans to test the theatrical release schedule with the upcoming Sofia Coppola movie On the rocks, according to the diary. The company wants to release it around mid-2020, possibly after a premiere in Cannes, the report adds. On the rocks is the first film from Apple collaboration with critically admired studio A24.
A drama by Sofia Coppola about the relationship between a daughter and father (played by Rashida Jones and Bill Murray) is not exactly an Avengers film; it's not going to break $ 1 billion at the register. It does give Apple the opportunity to compete for an Oscar. Amazon Studios began to pursue similar cinema versions in 2015 for some of its prize winners. Movies like Manchester by the Sea, in which lead actor Casey Affleck took the Oscar for actor home in a leading role in 2017, received a longer, three-month release in theaters than other films. Amazon will sometimes release a movie in the cinema for two weeks.
The decision to give films the right theatrical releases also comes at a time when Netflix will compete against major theater distributors such as AMC and Regal. Netflix has never given a movie a 12-week release, and therefore a Netflix movie has never played a major national theater chain. Netflix's priority has always been to serve its subscribers and meet their needs at home. The company has released films in theaters for a limited release, including winning an Oscar Roma, that was in the cinema for 21 days. The latest film from Netflix, that from Martin Scorsese The Irishman, also receives a 21-day release in theaters, but that is not without internal struggle and controversy. Scorsese wanted a full national release, according to one report of The New York Times, but Netflix, AMC and Regal would not admit it.
The divide between the plans of Netflix and those of Apple can also give Apple the upper hand when it comes to searching for talent. Netflix cannot promise major directors such as Scorsese that their films will play in AMC, and therefore in major theaters throughout the country. If Apple plays the theatrical release long game, the company can offer something that Netflix cannot.
Yet Apple is only just starting on the original content and it will take time to build up some trust. The company is said to have offered Star Wars: The Rise of Skywalker director J.J. Abrams $ 500 million to create content exclusively for Apple with his company Bad Robot. Abrams walked away from the deal and signed a general contract with WarnerMedia that is said to be worth $ 250 million, provided he could work with other studios and networks, including Apple and Disney.
Apple does not seem to go after the dominance of Disney & # 39; s box office, but instead focuses on a prestigious game. The TV originals, including The morning show and For all of humanity, are examples of series that Emmy can play for traditional networks. The films, especially those produced by A24, are probably also important Oscar candidates for the company. Get used to seeing Apple CEO Tim Cook sitting at a table at the Oscars – perhaps even across the aisle of other technical friends such as Amazon CEO Jeff Bezos.