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Apple has been investing heavily in original content for its streaming service, Apple TV+. In March, it was reported that the tech giant was investing up to $1 billion annually on original movies for wide theatrical release, partnering with movie studios to handle distribution.
Now, Apple Original Films has announced its first theatrical release, Napoleon, directed by Ridley Scott, which is set to hit cinemas worldwide on November 22. The highly-anticipated movie stars Joaquin Phoenix as French emperor Napoleon and Vanessa Kirby as his wife Josephine.
While Apple is investing heavily in content creation, it does not have the internal resources or talent to handle the distribution of movies in thousands of theaters worldwide. That’s why the company has partnered with established studios to handle theatrical rollouts. In the case of Napoleon, Apple is working with Sony Pictures Entertainment.
This move comes as Apple seeks to establish long-term partnerships for theatrical releases. While the company is currently making deals on a case-by-case basis, it is reportedly on the hunt for a more permanent solution.
Apple’s focus on original content extends beyond theatrical releases. The company recently acquired Martin Scorsese’s Killers of the Flower Moon for $200 million. Under the deal, Apple paid for production in exchange for rights to stream the film, while Paramount managed a theatrical release. Killers of the Flower Moon is set to be released in theaters this October.
Apple’s push into original content underscores the company’s commitment to the entertainment industry. With the launch of Apple TV+, the company is competing with streaming giants like Netflix, Amazon Prime Video, and Disney+. With the addition of highly-anticipated movies like Napoleon and Killers of the Flower Moon, Apple is looking to solidify its place in the crowded streaming market.