In a surprising move, Apple has changed its plans for the new Brad Pitt and George Clooney film “Wolves.” The movie was originally set for a wide theatrical release in theaters including IMAX. However, it will now only play for one week in select theaters before becoming available exclusively on Apple’s streaming service, Apple TV+.
This change differs from Apple’s previous strategy of giving its films theatrical runs. It signals the tech company is focusing more on its streaming platform over movie theaters. “Wolves” is directed by and stars Hollywood veterans Clooney and Pitt. Their involvement had suggested Apple planned a big screen premiere for the film.
The shift also highlights tensions between film studios and theaters. Movie chains get most revenue from ticket sales during a movie’s first weeks. Streaming services bypass theaters and let audiences watch new releases at home. As more major films go straight to streaming, it could hurt theater businesses.
This limited release for “Wolves” comes despite both Clooney and Pitt reportedly putting some of their paychecks back into ensuring a theatrical run. However, Apple’s experiences show it is hard to make money that way. The company had to share box office earnings with theaters and its distributor Sony. Its past movies in cinemas lost money.
In contrast, Apple has seen encouraging signs with streaming-first releases. The company said its drama “The Instigators,” also starring big names, pulled in 50,000 new subscribers. It was the most-watched streaming film that week on all platforms.
At a film festival, Clooney recognized the evolving film landscape. While wanting a theater launch, he knows different strategies are being tested as streaming grows. Despite some IMAX showings, “Wolves” viewers will mainly find the movie at home on Apple TV+ after its one week in select cinemas. How it performs could guide Apple’s handling of similarly high-profile movies in the future.
