Apple is set to launch its streaming service Apple TV+ in November. But before the service goes live, the tech company is hoping to solve one of the major issues that has affected Netflix over the last year — theatrical release.
According to the Wall Street Journal, Apple is already meeting with theater chains and seeking help from the former IMAX head of entertainment, Greg Foster, in an effort to make sure that the tech company is seen as an ally for theaters and not an adversary, a la Netflix. The plan, as it currently stands, will allow Apple to release select films theatrically in theaters across the country, giving the tech company respect amongst awards voters and allowing for the filmmakers that work with the company to have their films seen on the big screen.
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The way that Apple plans on doing this is by respecting the established 90-day theatrical window that other studios adhere to, meaning that the company’s films would be delayed in reaching the subscription service. This has been the primary sticking point between Netflix and the theater chains, as the streaming service is reluctant to stick with the 90-day window and, thus far, has only really allowed for roughly 30 days of exclusivity. This has meant that Netflix has qualified for awards but fans of the films can only see them at select independent theaters.
What Apple proposes is a system that is more along the lines of what Amazon does with its Amazon Studios films, such as “Manchester by the Sea,” “Beautiful Boy,” and “Suspiria.” Those films had major theatrical runs, and a 90-day exclusive release, before arriving on the company’s Prime Video service. This makes sense for Apple, as its own streaming service is basically another version of the Prime Video platform, where the tech company will have a select number of original films and TV content, but a wealth of other movies and TV episodes for people to purchase, a la carte.
What prompted this strategy for Apple apparently is the upcoming Sofia Coppola film, “On the Rocks.” Apple wants this film to reach as many eyes as possible and is hoping that it can also garner awards consideration. However, this film isn’t expected to arrive until mid-2020. The reason why Apple is doing all this with a bit more urgency is that one of the originals that is launching on November 1, the documentary “The Elephant Queen,” is hoping to have a theatrical run to qualify for this year’s awards season.
So, we’ll likely learn more about the future of Apple’s theatrical strategy before the new streaming platform launches in just over a month. However, right now, it seems as if the tech company is learning from Netflix’s mistakes and playing ball with the theater chains.