Tech giant Apple sees cinemas as allies in its fight to carve out a space for its platform in the competitive streaming sector, a senior company executive told AFP.
The firm, which launched Apple TV+ in 2019 without any third-party content, has won over critics in recent years and is so far the only streaming platform to win the Oscar for best film, with CODA in 2022.
It also rocked the box office with “F1: The Movie,” the high-octane racing drama starring Brad Pitt, which earned $634.1 million worldwide and earned the company another Oscar this year, this time for best sound.
After years of wariness between theaters and streaming services, Eddy Cue, the company’s senior vice president of services and health, said Apple is committed to producing movies for both platforms, allowing them to play their theatrical releases based on audience demand rather than sticking to rigid release windows.
“If a movie like ‘F1’ was in theaters for more than 45 days (it was) because people wanted to see it in the theater, they wanted to see it in an IMAX theater,” he told AFP.
“Theatre is a great experience, it’s here to stay and I think it’s growing.”
While viewers may want to see a blockbuster movie on the big screen first, they love the chance to watch it again when it appears on the streaming service, now rebranded as Apple TV.
Cinema and streaming are “very complementary. I think they can work together,” Cue said.
The California-based company is gearing up to produce an “F1” sequel, with Cue saying the plot and script are currently in development.
“It was the greatest sports movie of all time. It was the greatest Brad Pitt movie of all time, and I think people want to see another one,” he said.
Cue, who has been credited with revolutionizing Apple’s services sector, was recognized this week as Entertainment Person of the Year at the Cannes Lions International Festival of Creativity.
