Apple’s approach to promoting “F1: The Movie” has been assertive, but it remains distributed theatrically by Warner Bros. Now, reports suggest that Apple is seeking more control over the distribution process. This shift indicates a burgeoning confidence in the film’s potential box office performance, especially after a previous period where Apple appeared to be scaling back its involvement in large-scale movie projects.
Historically, Apple has preferred to maintain control over its products and experiences, a strategy that has notably contributed to the success of the iPhone. The company typically aims to secure global rights for all content on Apple TV+, unlike competitors like Netflix.
However, this ambition hasn’t always been fulfilled; for instance, “Suspicion” was licensed to ITV due to Apple’s inability to acquire full rights. Similarly, while Apple TV+ celebrated an Oscar win with “CODA,” it does not own rights for the film in a number of key territories, reflecting the complexities of film rights negotiations.
As Warner Bros. distributes not only “F1” but also its own productions like the upcoming “Superman,” one might question how effectively Warner Bros. will promote Apple’s interest over its own. A spokesperson indicated that they are implementing a comprehensive marketing campaign for “F1.”
Looking ahead, Apple executives seem to be contemplating the launch of their theatrical distribution division. Such a move would come with increased upfront costs and the need for a well-structured setup.
Apple is in a testing phase with “F1,” where its performance could significantly influence future decision-making regarding high-budget film productions. Minimum details on upcoming projects are available, though “Highest 2 Lowest” is scheduled for a theatrical debut.
If Apple moves into theatrical distribution, it may start with an untitled UFO conspiracy thriller, for which it has reportedly invested significantly in securing talent.
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