After struggling through a series of unprofitable wide theatrical releases, Apple appears to be changing how it will handle releasing its original films. Deadline was the first to report that Apple had modified the upcoming release of its film WOLFS starring George Clooney and Brad Pitt to a limited, one-week theatrical run beginning on September 20th, followed by a launch on Apple+ on September 27th.
Apple released a statement saying it remained committed to giving certain films a wide theatrical release, such as the upcoming drama F1 starring Brad Pitt which is scheduled to come out in 2025. However, their remaining releases 2024, including THE INSTIGATORS and BLITZ, will have limited, one-week theatrical runs before premiering on Apple+.
Many saw this change as inevitable after Apple had limited success with its theatrical releases since it began distributing its original films as exclusive theatrical releases. All four high-profile movies that Apple has distributed in theatres – KILLERS OF THE FLOWER MOON, NAPOLEON, ARGYLLE and FLY ME TO THE MOON, have failed to meet expectations despite having big-name stars and directors behind each project.
Some rationalized Apple’s theatrical-first strategy as successfully attracting high-profile Hollywood talent to work on the studio’s projects. However, even a cash-rich company such as Apple can afford to show only so much patience, after the four movies above lost hundreds of millions of dollars.