Anna Daniels
Apple TV+ has caused excitement by revealing the latest poster for the highly anticipated dark comedy action film, Wolfs, starring George Clooney and Brad Pitt. Interestingly, the poster does not mention a theatrical release but instead focuses on its streaming premiere on September 27th.
Initially scheduled for a nationwide theatrical release on September 20th, Wolfs took a different turn with Apple opting for a limited theatrical release in collaboration with Sony. The absence of a theatrical date and Sony’s involvement on the new poster has left fans and industry insiders puzzled. Furthermore, advance ticket sales have disappeared from platforms like Fandango, indicating significant changes in plans.
According to reports from Forbes and The New York Times, Apple has decided to cancel a planned national advertising campaign for Wolfs during the Olympics. This shift suggests a change in priorities for the company. Without extensive marketing, even the star-studded cast seems prepared for a modest box office performance to protect their reputations.
This strategic shift is not unprecedented for Apple, as seen with the handling of the film The Instigators, starring Matt Damon, where a brief theatrical release was followed by a global launch on Apple TV+. The focus appears to be on attracting streaming audiences, especially as theater attendance remains below pre-pandemic levels, despite the success of movies like Deadpool & Wolverine and Inside Out 2.
Apple seems to be reserving significant theatrical campaigns for a select few “big-swing” films annually, such as the upcoming film F1, led by Pitt in 2024. The decision to reduce the theatrical release of Wolfs aligns with the industry’s trend of questioning the value of expensive theater promotions in the era dominated by streaming services.
Although Clooney, Pitt, and director Jon Watts envisioned Wolfs as a cinematic experience, the film’s main public screening is anticipated to be at the Venice Film Festival. Subsequently, it will transition from the big screen to the streaming platform, showcasing Apple’s evolving film distribution strategy.
This moment signifies a significant shift in how films like Wolfs are introduced to audiences, potentially reshaping the cinematic experience for the foreseeable future.
