Apple TV+ is hitting new highs this year, powered in large part by Severance’s massive success. Just a day after announcing that Severance is the streamer’s most viewed show ever, now Apple has shared that the just-released film, The Gorge, had the best launch ever for a movie on TV+.
Anya Taylor-Joy and Miles Teller find Valentine’s Day success on Apple TV+
Apple’s previous most viewed film was Wolfs, the George Clooney-Brad Pitt film that had its canceled theatrical release lead to big success on Apple TV+.
Now, while The Gorge hasn’t necessarily eclipsed the total numbers for Wolfs, it has reportedly claimed the title for Apple’s best performing film launch to date.
Mike Fleming Jr writes for Deadline:
Apple does not divulge specific numbers, but the company confirms it is the biggest film premiere in Apple TV+ history, driving double-digit growth globally for the service and boosting new viewers by +80%, weekend over weekend, following its debut on Friday, February 14.
The Gorge stars Anya Taylor-Joy and Miles Teller in a sci-fi/horror/romance/thriller genre mash-up. It was directed by Scott Derrickson, who’s known for his work in horror but also for Marvel’s Doctor Strange.
Apple’s new film strategy seems to be working
This latest report is further evidence of Apple starting to find success with its new film strategy.
The company achieved mixed results with its prior approach involving big-budget theatrical releases. After Fly Me to the Moon and Argylle disappointed, it shifted to a more Netflix-like approach of going straight to streaming. And so far, that seems to be paying off.
You can watch The Gorge now on Apple TV+ with an active subscription, available for $9.99 per month.
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