Apple is coming for the Oscars


Apple CEO Tim Cook is still gunning for an Academy Award.
The company, set to launch its streaming service Apple TV+ this fall, is on its way to becoming a serious player at the Oscars, now with plans to release original movies in theaters before streaming them, The Wall Street Journal reports. Apple has reportedly "made overtures to cinema chains" as it eyes this strategy whereby its movies would play exclusively in theaters for weeks.
Apple's movies would then be eligible for the Academy Awards; as Variety notes, films must play in qualifying theaters for at least seven days to be eligible for the Oscars. "Tim Cook wants to go to the Oscars with his pals Jeff Bezos and Reed Hastings," The Verge's Julia Alexander tweeted in response to the news.
Subscribe to The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.

Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
Although not an Oscars requirement, major theater chains like AMC and Regal require three months of exclusivity before showing movies, meaning a film can't begin streaming within 90 days of its opening in theaters. Amazon has adhered to that, but Netflix hasn't, and awards pundits have speculated Netflix's consistent bucking of that norm has held voters back from awarding it Best Picture.
But according to the Journal, Apple is looking to "avoid some of the tension created by" Netflix, and Deadline similarly reports Apple will "work with the 90-day theatrical release window." If the theory is correct that Netflix has been hurt at the Oscars due to its theatrical release strategy, then, Apple might be starting out with an advantage among awards voters. The theatrical releases are also intended to attract Hollywood's top talent, who tend to want their movies to show in theaters, the Journal reports.
Cook may not have long to wait for Oscar gold, as with Apple reportedly discussing a theatrical release for its documentary The Elephant Queen this year, it could potentially pick up Oscar gold as soon as the 2020 Academy Awards in February.
A free daily email with the biggest news stories of the day – and the best features from TheWeek.com
Brendan worked as a culture writer at The Week from 2018 to 2023, covering the entertainment industry, including film reviews, television recaps, awards season, the box office, major movie franchises and Hollywood gossip. He has written about film and television for outlets including Bloody Disgusting, Showbiz Cheat Sheet, Heavy and The Celebrity Cafe.
-
June 25 editorial cartoons
Cartoons Wednesday's cartoons include war on a loop, the New York City mayoral race, and one almighty F-bomb
-
How generative AI is changing the way we write and speak
In The Spotlight ChatGPT and other large language model tools are quietly influencing which words we use
-
How long can Nato keep Donald Trump happy?
Today's Big Question Military alliance pulls out all the stops to woo US president on his peacemaker victory lap
-
Economists fear US inflation data less reliable
speed read The Labor Department is collecting less data for its consumer price index due to staffing shortages
-
Crypto firm Coinbase hacked, faces SEC scrutiny
Speed Read The Securities and Exchange Commission has also been investigating whether Coinbase misstated its user numbers in past disclosures
-
Starbucks baristas strike over dress code
speed read The new uniform 'puts the burden on baristas' to buy new clothes, said a Starbucks Workers United union delegate
-
Warren Buffet announces surprise retirement
speed read At the annual meeting of Berkshire Hathaway, the billionaire investor named Vice Chairman Greg Abel his replacement
-
Trump calls Amazon's Bezos over tariff display
Speed Read The president was not happy with reports that Amazon would list the added cost from tariffs alongside product prices
-
Markets notch worst quarter in years as new tariffs loom
Speed Read The S&P 500 is on track for its worst month since 2022 as investors brace for Trump's tariffs
-
Tesla Cybertrucks recalled over dislodging panels
Speed Read Almost every Cybertruck in the US has been recalled over a stainless steel panel that could fall off
-
Crafting emporium Joann is going out of business
Speed Read The 82-year-old fabric and crafts store will be closing all 800 of its stores