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In a significant move for its streaming strategy, Apple TV+ is investing heavily in its upcoming film “Wolves” with A-list stars Brad Pitt and George Clooney. The company will pay each actor over $35 million for their roles and give director Jon Watts an additional $15 million, according to an unnamed source. This matches salaries typically reserved for box office hits.
The action-comedy was originally set for widespread release in theaters but will now have a limited one-week run starting September 20, 2024. It will then debut exclusively on Apple TV+ on September 27. While big-name stars like Pitt and Clooney could attract viewers, industry insiders question if the investment will pay off for a movie primarily shown on streaming.
Some in the entertainment business note that heavy spending on content for streaming platforms risks projects getting lost. “It’s too much money for movies that may be quickly forgotten online,” said one commentator. For comparison, Robert Downey Jr. earned $50 million for his role in “Avengers,” a proven franchise at the box office. In contrast, “Wolves” is described as a smaller “action-comedy.”
Apple TV+ has previously invested heavily in quality shows, though some like “Schmigadoon!” failed to find large audiences and were canceled. Analysts suggest redirecting funds to marketing existing titles rather than creating more content. “Wouldn’t the money be better spent promoting great shows already available that aren’t being watched?” one critic questioned.
As the film’s September release nears, observers will watch if “Wolves'” star power leads to ongoing viewers and new subscribers for Apple TV+. The expensive gamble could influence the platform’s content strategy going forward or serve as another example of overspending on limited reach.
