Report: Apple changes film strategy, will rarely do wide theatrical releases

Enlarge / A still from Wolfs, an Apple-produced film starring George Clooney and Brad Pitt. (credit: Apple)

For the past few years, Apple has been making big-budget movies meant to compete with the best traditional Hollywood studios have to offer, and it has been releasing them in theaters to drive ticket sales and awards buzz.

Much of that is about to change, according to a report from Bloomberg. The article claims that Apple is “rethinking its movie strategy” after several box office misfires, like Argylle and Napoleon.

It has already canceled the wide theatrical release of one of its tent pole movies, the George Clooney and Brad Pitt-led Wolfs. Most other upcoming big-budget movies from Apple will be released in just a few theaters, suggesting the plan is simple to ensure continued awards eligibility but not to put butts in seats.