Apple rethinking movie strategy after box office disappointments, Bloomberg says

Apple, which previously had intended to spend about $1B annually on blockbuster films for release in theaters, is rethinking its movie strategy after the disappointing box office performance of several big-budget movies, reported Bloomberg’s Thomas Buckley and Lucas Shaw. The tech giant canceled plans to release action comedy Wolfs in thousands of theaters globally, choosing instead to debut the George Clooney and Brad Pitt feature in a limited number of venues before it became available on Apple TV+ in September. Apple, which plans to use a similar approach with the next few titles on its calendar, won’t return to the big screen with a wide, global theatrical release until June with the Pitt-headlined F1, the report said.