Apple’s largest theatrical venture to date, the $250 million “F1 The Movie,” debuts in US cinemas tonight. Following its release, a new report indicates that the company is considering a significant move that would demonstrate its commitment to theatrical distribution.
### Apple Could Launch Its Own Theatrical Distribution Division, According to WSJ
Ben Fritz and Joe Flint report in *The Wall Street Journal*:
Apple has not developed the infrastructure to release and promote its own films, unlike Amazon, which acquired MGM. Warner Bros. is distributing “F1” on behalf of Apple and receives a share of box-office earnings that escalates with ticket sales, according to a source familiar with the deal.
This strategy reduces Apple’s overhead expenses but leaves it reliant on partners who may favor their own projects. Warner Bros. is set to release “Superman,” its most significant film of the year, just two weeks after “F1.”
A representative from Warner stated that it is providing “F1” with a “robust global marketing campaign that befits a film of its size.”
Discussions among Apple executives about establishing their own theatrical distribution unit have occurred, sources familiar with the situation noted.
That last detail is mentioned with minimal commentary at the conclusion of the article. However, it would indeed be substantial news if Apple decides to pursue this direction.
Apple’s track record with theatrical ventures has been inconsistent.
Initially, Apple TV+ concentrated on indie, Oscar contender films and attained success with this strategy. *CODA* became the first film from a streaming service to win the Oscar for Best Picture.
For these films, Apple only offered a limited theatrical run for awards consideration.
Then, the company pivoted to releasing big-budget, wide theatrical projects. Notable examples include *Killers of the Flower Moon*, *Napoleon*, and *Argylle*.
This method proved to be less successful. After a series of underwhelming releases, Apple abruptly scrapped the wide theatrical release plan for *Wolfs* at the last moment, focusing instead on straight-to-TV+ films.
*F1 The Movie* stands out as the primary exception.
Given Apple’s complicated relationship with movie theaters, Hollywood is understandably cautious.
This is likely why Eddy Cue emphasized to *Bloomberg*, “This concept that theaters are going away, it’s not true…Theatrical experiences are great, and I’m a huge fan.”
Should Apple establish its own theatrical distribution unit, it would clearly indicate that movie theaters are included in the company’s long-term content strategy.
Do you believe Apple should strengthen its commitment to theatrical releases, or continue to scale back? Share your thoughts in the comments.
Apple TV+ is offered at $9.99 per month and includes popular shows and films such as *Ted Lasso*, *Severance*, *The Morning Show*, *Silo*, and *Shrinking*.
