The streaming wars are kicking into high gear, and Apple is breaking out a new tactic to gain the advantage.
According to the Wall Street Journal, Apple is planning on releasing some of its films in theaters for several weeks before they move to the company's streaming service. Apple is hoping that this strategy will attract big-name directors, producers and actors to its projects
Unlike Netflix, which typically releases its movies simultaneously in theaters and on its streaming service, Apple will allow its movies to play in theaters before they hit Apple TV+. Netflix's model has caused friction with theater chains, which request that movies shown in theaters not appear online for three months following their theatrical release. Recently, Martin Scorsese's The Irishman was rejected by theaters because the two sides could not reach a deal.
The announcement comes as Apple TV+ tries to increase its library of content to compete with the massive catalogs of Netflix and Disney+.
Apple TV+ launches on Nov. 1, 2019. The service will cost $5/month, but those that buy a new Apple device will receive a one-year subscription for free.