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Issue link: https://digital.macdirectory.com/i/1525170
Now, it turns out that wasn’t merely a special one-off promo. According to Bloomberg, Apple was toying with the idea of expanding its catalog to embrace non-original content, and the experiment went well enough that it’s now going back to the well to see if it can license those titles beyond the US or add more into the mix. Apple’s bet on solely original programming hasn’t paid off as it had hoped. While it’s had some standout hits, and it made history in 2022 by becoming the first streaming service to win an Oscar for Best Picture, most of its shows aren’t compelling enough to keep people sticking around for more. Even highly-rated gems like Slow Horses may inspire people to sign up, but with only six episodes per season, they’re easy to binge in a single month’s subscription. It wasn’t until September 2021 that the musical Come from Away became the first film to come out of Apple Studios, the company’s in-house production subsidiary. Early debut hits like The Morning Show, For All Mankind, and The Banker were all projects from other production companies that Apple financed. Its history-making Oscar winner, CODA, wasn’t technically produced by Apple at all — it picked up the flick for a then-record-breaking $25 million at the Sundance Film Festival and rolled it as its own, which included spending another $25 million on marketing. That may all sound a bit unusual, but it’s how things work on the film festival circuit — and the main reason these festivals exist in the first place.