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Apple’s theatrical movie strategy may soon start to shift, says report

In the last year, Apple has significantly ramped up its movie offerings with a string of high-budget, big-name films receiving wide theatrical releases and long exclusivity windows before hitting Apple TV+.

While the earlier days of Apple-funded movies focused on smaller-budget indie films, like the Oscar-winning CODA, over the past half a year or so, Apple has turbocharged its offerings.

The company recently debuted massive projects like Martin Scorsese’s Killers of the Flower Moon, Ridley Scott’s Napoleon, and most recently, Matthew Vaughn’s Argylle. All three films came not only with prestigious directors behind them, but also massive financial backing to the tune of hundreds of millions of dollars.

Now, according to a new report, it sounds like Apple’s leadership is reassessing its ambitions for film, including the role of theatrical releases as part of its strategy.