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Report: Apple to release films in theaters before they hit streaming service

Apple Inc. is planning on screening its feature-length films in theaters before releasing them on its streaming service, The Wall Street Journal reported Sept. 27, citing people familiar with the plans.

The company reportedly consulted with an entertainment executive for its theatrical-release plan, which would keep Apple movies in theaters for weeks before they were accessible on Apple TV+. Apple co-heads of video programming, Zack Van Amburg and Jamie Erlicht, are leading these efforts, sources said.

Apple tapped former IMAX Corp. head of entertainment, Greg Foster, as a consultant to help with the initiative.

Apple plans to launch its streaming service on Nov. 1 for $4.99 per month.