According to the Wall Street Journal, Apple wants to release Apple TV+ movies first in movie theaters with a multi-week exclusivity window, before the originals of Apple would be provided in the TV app on its online streaming service.
The strategic move aims at attracting top Hollywood directors and producers who still love to see their films premiere in traditional theaters, and runs counter to the Netflix strategy that dictates that their content should be released on their service at the same moment that they air in cinemas.
It also makes the content eligible for prizes by showing movies in cinemas. We’ve already learned that Apple hires campaign strategists from Hollywood to offer it the greatest opportunity to win Oscars and Emmy awards. Today’s article suggests that Greg Foster was also recruited by Apple to assist create the strategy. Foster used to guide the IMAX division of entertainment.
Apple’s first film, The Elephant Queen, will air on November 1 on Apple TV+. The Journal claims that the documentary will also be released in theaters by Apple in order to qualify for the awards season next year.
The firm is also preparing launch plans for Rashida Jones ‘ first major movie, On the Rocks. Assuming deals can be agreed, the film could premiere at the Cannes Film Festival, followed by a theatrical debut, and then be available for millions of subscribers to watch on Apple TV+.
Apple does not seek to create money through ticket sales from the box office. Apple’s theater is a vehicle for attracting talent to create content for its service and a mechanism for prestigious awards in conversation.
The launch of Apple TV+ on November 1.