Wolfs, starring Brad Pitt and George Clooney, will no longer get a wide theatrical release, and it seems that Apple may have abandoned its theatrical release strategy altogether.

Apple Studios has released four movies worldwide in theaters: Killers of the Flower Moon, Napoleon, Argylle and Fly Me to the Moon. They have typically been screened exclusively in theaters for 33 to 47 days.

Despite positive reviews, particularly for Killers of the Flower Moon, the strategy appears to have been a flop. Killers of the Flower Moon reportedly cost $200 million to produce but only grossed $157 million in theaters worldwide. Argylle grossed under $100 million on a similar production budget.


Wolfs moves to Apple TV+
Wolfs was initially set for a wide theatrical release worldwide on September 19, but last week Apple announced that it will instead get a limited theatrical release on September 20, with a global premiere on Apple TV+ on September 27.

- "‘Wolfs’ is the kind of big event movie that makes Apple TV+ such an exceptional home for the best in entertainment," said Matt Dentler, head of features, Apple Original Films.

The company quashed any speculation that the movie might be a flop by announcing that a sequel has already been greenlit.


 Apple has scrapped the planned wide theatrical release for Wolfs. Photo: Apple Studios

Rumor: All movies except one
Sources told Hollywood journalist Jeff Sneider that a wide theatrical release has been canceled for all upcoming Apple Studios movies except next year's F1, also starring Brad Pitt.

- "I'm hearing Apple is abandoning its theatrical wide-release strategy outside of F1... and it's less about the money than it is about the bad PR. Apple HATES negative headlines,'" wrote Jeff Sneider.

Apple has not commented on its future plans.


Netflix also abandoned theaters
This strategy shift comes amid rumors that Apple TV+ is looking to curb costs. Besides F1 and the sequel to Wolfs, Blitz is also on the release calendar. It is unclear how these changes will affect future projects.

Netflix previously experimented with limited theatrical releases for some movies but ultimately chose not to pursue the strategy in earnest, stating in February 2024 that "it’s just not our business".