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Apple TV+ draws A-list talent and awards by taking creative risks

MacDailyNews

Sep 11

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Creator, writer and executive producer Jason Segel and Harrison Ford attend the season two premiere of the Apple TV+ series “Shrinking” at the Pacific Design Center on October 08, 2024 in West Hollywood, California.

Only six years after Apple TV+ burst onto the Hollywood scene, the tech giant is primed for a major moment at Sunday’s Emmy Awards.

The service racked up a record 81 nominations across 14 programs this year, marking Apple’s best performance yet at television’s premier honors. Awards insiders are buzzing that its mind-bending sci-fi thriller “Severance”—which snagged 27 nods, the most of any series—and biting Hollywood sendup “The Studio” (with 23 nominations, tying the record for a comedy) are heavy favorites to claim Outstanding Drama Series and Outstanding Comedy Series, respectively.

Lisa Richwine and Dawn Chmielewski for Reuters:
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The company known for its carefully cultivated image has taken chances on unconventional stories, trusted script writers and provided creative freedom, according to producers, writers and actors who have worked with Apple TV+.
Its approach has helped Apple attract A-list talent and elevated its reputation in Hollywood.
Actor Seth Rogen said one reason he brought “The Studio” to Apple TV+ was because of the latitude provided on another comedy of his, “Platonic.” … “They were not as corporate overlord-y as maybe I was worried they were going to be.”
Apple has increased spending on original programming to $4.9 billion this year, from $660 million in 2019, according to Ampere Analysis. That investment has helped Apple TV+ reach about 60 million subscribers, according to Gene Munster, managing partner at Deepwater Asset Management, who believes the service is likely breaking even. Apple TV+ does not disclose subscriber numbers or financial details.
Now, Apple TV+ is considered a top Hollywood destination, said Endeavor talent agency co-founder Rick Rosen. “They’ve shown a lot of patience, and they’ve really built a very high-quality slate that’s gotten people’s attention,” Rosen said.
Recent TV achievements follow success for Apple’s original movies, which play in theaters before heading to Apple TV+. “Coda” won the best picture Oscar in 2022, and Brad Pitt racing drama “F1: The Movie” was a summer box-office hit.

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MacDailyNews Take: And, surely, the money Apple pays isn’t bad, either!

Those who can wrap their heads around Apple’s massive cash mountain and the company’s unparalleled ability to generate cash can clearly see who the winner will be. The most talented producers, writers, directors, editors, actors, etc. are attracted to exactly what Apple has and makes in vast abundance: Cash. The king.

Like bears to honey, it’s happening already. — MacDailyNews, January 3, 2018

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