Apple’s incursion into the world of cinema was very much anticipated, and the release of Martin Scorsese’s ‘Killers of the Flower Moon’ has given the tech giant its first taste of the movie industry. Apple stepped into the spotlight as a film distributor and the initial results have been promising, marking Apple’s ambitious entry into the realm of cinematic storytelling.
Apple has long been a tech industry giant, primarily known for its innovative products like the iPhone, Mac, and iPad. However, in the past few years, Apple has been expanding its footprint in the entertainment industry, with Apple TV+ it has provided an ever-growing library of original content and the company has made its mark in the streaming service space, with acclaimed series like “The Morning Show”, “Ted Lasso” or “Black Bird”.
Despite having their own successful streaming platform Apple TV+, Apple is making a surprising move by betting on movie theaters. This decision reflects their commitment to the art of filmmaking and a desire to offer a unique cinematic experience to their audiences. By investing in traditional movie theaters, Apple aims to cater to a diverse audience, acknowledging that not all content can be fully appreciated on small screens. This strategy highlights Apple’s dedication to quality content and a belief in the enduring appeal of the big screen, even in an era dominated by streaming services.
‘Killers of the Flower Moon’ is a historical crime drama directed by Martin Scorsese and starring Leonardo DiCaprio and Robert De Niro. The film is an adaptation of David Grann’s non-fiction book of the same name, which investigates a series of murders in the 1920s Osage Nation, where oil-rich Native American families were systematically targeted. The project had been in development for years and generated significant buzz in the industry, thanks to the impressive lineup of talent attached to it.
Apple’s involvement into the project came when the film was already well into production, the tech company joined the production as a distribution partner in a deal worth around $200 million. This partnership allowed Scorsese and his team to realize their vision while ensuring that ‘Killers of the Flower Moon’ would receive a theatrical release before streaming on Apple TV+.
Apple’s dedication to the project was clear from the start, they provided the necessary financial support to ensure Scorsese had the creative freedom to make the film he envisioned. This commitment to quality and artistic integrity is part of what makes Apple’s venture into movie theaters intriguing.
On April 28, 2023, ‘Killers of the Flower Moon’ made its world premiere at the prestigious Cannes Film Festival. The film received a standing ovation from the audience and early critical acclaim. Following its festival debut, the film was released in theaters around the world, representing Apple’s first significant presence in traditional movie distribution.
Despite a strong start in its opening weekend in the United States, “Killers of the Flower Moon has faced a challenging box office performance. The film opened to $44 million worldwide, which represents only a fraction of its substantial $200 million budget and significant marketing expenses. After its second weekend, the film had garnered approximately $87 million globally and is unlikely to recoup its high production costs at the box office.
This situation highlights the challenges of financing and achieving profitability in the high-budget historical drama genre, especially in contrast to more cost-effective, diverse film investments. Apple Studios’ stance on prioritizing art over box office profits also comes into question amid this financial outcome. Despite the financial difficulties, the film has received critical acclaim as a remarkable storytelling piece and one of Scorsese’s standout films of the 21st century.
Apple’s venture with ‘Killers of the Flower Moon’ in theaters has raised questions about the future of film distribution. While streaming services have become a dominant force in entertainment, this film demonstrates that there is still a significant appetite for the cinematic experience. Apple’s commitment to providing filmmakers with the opportunity to see their work on the big screen while still leveraging its streaming platform highlights a potential new model for the industry.
Will Apple’s bet on movie theaters pay off with ‘Killers of the Flower Moon’? By partnering with legendary director Martin Scorsese and producing a cinematic masterpiece, Apple has taken its first significant step into the world of traditional film distribution. The film’s critical acclaim is a clear sign that Apple is a formidable player in the entertainment industry, both in the digital and traditional spheres. As the story of ‘Killers of the Flower Moon’ unfolds, it might just be the beginning of Apple’s impressive journey in cinema, paving the way for more innovative approaches to film distribution in the years to come.
