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November 18, 2018 04:16 pm

Apple Finally Signs A Big Deal With a Hollywood Movie Studio

"And the winner of the 2021 Academy Award for best picture is .â.â. Apple?" jokes the Washington Post, noting that Apple has just signed a new multi-year movie deal with film production company A24, "and while that seems like a comparatively minor announcement, it could change the game in some significant ways."It's sneakily consequential. A24, if you're not familiar, is the boutique New York outfit that has been responsible for a slew of hipster-approved, Academy Award-recognized films including "Lady Bird," "Moonlight" and "Room." Since its founding six years ago by a trio that includes the former partner of late Beastie Boy Adam Yauch, it has located commercial success and downtown cool. Its movies are handmade hipster-fests that also often manage to please audiences: In addition to its big three, they include "Hereditary," "Eighth Grade," "A Ghost Story" and "Ex Machina". Welcome to the party, Tim Cook.... For Apple, cachet is everything. And it needs that now. A company that has prided itself on cool has reason to be worried about sustaining that on the entertainment side, with Netflix swiping its video lunch and Spotify some of its music swagger. That with major competitors like Amazon already producing its own films, Apple, "had to do something..." They add the Apple's announcement "contained about as many details as the iPhone 7 has headphone jacks." But "Even without those specifics, the significance was clear. Apple is installing itself as a producer of some of the most-acclaimed films around, all without needing to take a single meeting or read one script off the slush pile first...."

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