As a seasoned cinephile with over three decades of movie-going experiences under my belt, I can’t help but feel a mix of disappointment and intrigue regarding the latest development with “Wolfs.” Having watched the industry evolve from VHS tapes to streaming platforms, I’ve learned to expect the unexpected.
On August 7, 2024, Apple TV+ altered its release strategy for the George Clooney/Brad Pitt movie “Wolfs,” originally scheduled for a wide theatrical release by Sony/Columbia Pictures on September 20th. Instead of having a broad cinema release, it will now be screened in only a few theaters on the same date. The film will then become available on Apple TV+ on September 27th. This significant change in its distribution has also prompted Apple TV+ to reveal that “Wolfs 2” is under development. Jon Watts is said to be returning as writer and director, with Clooney and Pitt reprising their leading roles in the sequel.
The true value or quality of the wolves hasn’t been determined yet, as the public hasn’t seen the film to judge its artistic worth (what a novel idea!). However, the decision to release this movie exclusively on streaming platforms could indicate potential issues with the production. What makes matters even more concerning is that they’ve announced a sequel so close to the original movie’s premiere. In recent times, companies and studios have often announced sequels for movies that were either partially or fully streamed as a way to create a public relations facade suggesting “look! This movie is popular!” Recall the PR fuss over Red Notice 2 and Disney’s sudden announcement of Jungle Cruise 2? It’s been four years since Greyhound, yet it seems Apple TV+ hasn’t moved forward with Greyhound 2.
It’s uncertain how well the movie “Wolves” will perform. Unfortunately, Apple TV+ is not helping its cause with these desperate promotional strategies. What makes this more intriguing, though, is what the release of “Wolves” on streaming platforms indicates about the current movie theater industry. From 2020 to 2022, numerous movies initially intended for theaters were instead sent straight to streaming services to generate quick profits. Films like “Turning Red” and “Rumble” had their theatrical releases cancelled at the last minute and were instead streamed. This not only resulted in a smaller selection of movies in the theatrical marketplace, but also left the 2021-2022 theatrical landscape lacking diversity since studios kept their action blockbusters in theaters (with occasional exceptions like “Infinite”). In this period, comedies, family films, and other smaller genres were primarily sold for streaming.
In the year 2022, experiencing technical glitches and losing a streaming movie could significantly impact a film’s monthly revenue. For example, September 2022 featured only 10 new wide releases spread across five weekends. October 2022 had even fewer, with just eight new wide releases opening over four weekends. Movies released directly to streaming platforms might have provided some respite for the sparsely populated market. Unfortunately, a scarcity of films was also prevalent during the first five months of 2024 due to studios not offering fair wages to artists in the previous year. However, the last two months have witnessed a boom at the domestic box office. This is attributed to an impressive lineup of hits such as Inside Out 2, Longlegs, Deadpool & Wolverine, and Twisters.
As a lifelong cinephile who has experienced the highs and lows of the film industry over the past few decades, I can confidently say that the upcoming autumn moviegoing season of 2024 is shaping up to be one of the most exciting in recent memory. With blockbusters like “Beetlejuice Beetlejuice” and a highly anticipated sequel to “Joker” on the horizon, it’s clear that this season will far surpass the financial doldrums of 2022.
It’s intriguing that the news about Wolfs arrived on the same day as Amazon’s announcement of their plan to release up to 16 new movies in theaters each year by 2027. While titles such as Thirteen Lives and Anything’s Possible were quietly released for streaming in 2022, they are now, and will continue to be, available on the Prime Video platform without much fanfare. However, it appears that Amazon values the theater experience more than previously thought. If Apple has stepped back from its commitment to theatrical cinema following the poor performance of Argylle and Fly Me to the Moon, Amazon’s MGM Studios could potentially take up that space in cinemas.
Is Amazon dedicated to long-term movie theater releases… what about Apple’s future strategies for releasing its films? Is the release of “Wolfs” a one-time event, implying Apple has abandoned cinema? However, Deadline’s initial report on this shift in distribution strategy mentioned unnamed sources at Apple suggesting this isn’t a sign of abandoning theaters. It appears that “Wolfs” is indeed a unique case, not indicative of Apple stepping away from the big screen. On the other hand, Apple TV+’s major Oscar contender for 2024, “Blitz,” will be released directly on the streaming platform in November 2024. Similarly, upcoming films like “The Gorge” and “Mayday,” as of now, are likely to be released exclusively through streaming.
As a passionate gamer and movie enthusiast, here’s my take: Among the confirmed Apple TV+ releases that will hit the big screen are the pricey summer blockbuster F1 starring Brad Pitt (set to premiere in June 2025, thanks to Warner Bros.) and Spike Lee’s High and Low remake, a joint production with A24. Other Apple TV+ original movies on the horizon like Guy Ritchie’s Fountain of Youth seem destined for streaming exclusivity. Frankly, even if these seven or so Apple TV+ titles were to hit theaters, they wouldn’t have dramatically altered the cinematic landscape. Extra revenue is always appreciated by theater owners, but even the most vulnerable among us aren’t banking on a global John Krasinski/Natalie Portman adventure movie to save the day.
In the remaining months of this year, it becomes more optimistic to evaluate Apple TV+’s cinematic journey as a variety of films will be released in theaters. Despite the ongoing scarcity of comedies, an array of intriguing titles are scheduled for release in 2024’s final quarter. These include a film featuring Amy Adams transforming into a dog, a new project by Robert Eggers, and the highly anticipated movie called The Substance. Notably, there were few new releases during the past two fall cinema seasons. In contrast to those lean times, September and October traditionally welcome four or five fresh wide releases each weekend this year.
In light of this fresh development, it seems less as if the move by Wolves directly to streaming is a catastrophic verdict on the future of cinema in theaters, as other similar cases might have suggested. Instead, this news serves as a gentle nudge reminding us of various aspects of our world. For instance, we can’t blindly trust corporations to rescue the traditional film industry. And while Wolves shifting to Apple TV+ could be a sign of change, it doesn’t appear to signal the downfall of cinema in theaters from where I stand.
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2024-08-08 20:15