A studio like Warner Bros., for example, is very much banking on a movie to make money during its theatrical run. Or, at the very least, hoping it does well enough that the movie can eventually turn a profit through other revenue streams. Apple, Amazon, and other companies, meanwhile, are currently upending the way we look at “hit” or “flop” in this context. It’s murky at best as to what is considered a success in this emerging method of distribution.
Apple never expected this movie to turn a profit in theaters. Rather, they felt getting some of the investment back through ticket sales was wiser than dumping a very expensive movie directly to streaming, which is what Netflix typically does. It’s a way to offset costs and bring more attention to the movie before it arrives on Apple TV+. Movies that are released in theaters pretty much always do better on streaming, and that’s something the industry at large is currently reckoning with.
Aside from that, the wide theatrical release is also probably going to help a movie like “Napoleon” when the awards season conversation comes about. The same goes for the three-and-a-half-hour epic “Killers of the Flower Moon.” Martin Scorsese’s latest has currently earned $156 million worldwide, it’s worth noting. In both cases, Apple is banking on some Oscar nominations — if not wins — in major categories to further justify the cost of these productions.
To that end, a big part of the investment comes down to optics. Letting heralded filmmakers make these movies the way they want to make them simply looks good. Directors are still very much attracted to the allure of a wide theatrical release. Apple can provide that as well as a sizable budget for the right project.