Apple TV+ is reportedly engaging in strategic financial practices following a recent $700 million film investment, which only returned $466 million in box office revenues, yet still regards at least two films as profitable. As streaming platforms strive to excel in both high-quality TV and cinematic ventures, challenges like COVID-19 and the declining theater industry hinder competition against blockbuster genres. Despite average box office performance, Apple is unperturbed, according to Variety, citing "ancillary revenue streams" as making "Killers of the Flower Moon" and "Napoleon" profitable, while the profitability of "Argylle" remains uncertain due to its recent home rental availability. Speculation suggests Apple may be leveraging Apple TV+ subscription revenue to offset production costs, maintaining profitability on paper, particularly as "Argylle" struggles with its financial returns. Beyond immediate profits, theatrical releases serve broader strategic purposes, including Oscar ambitions and marketing for Apple TV+, exemplified by "CODA's" Best Picture win. With 13 Oscar nominations for "Killers of the Flower Moon" and "Napoleon," Apple's cinematic endeavors may yet prove strategically advantageous.
