Academy squeezing out Apple TV+ movies with new Oscar rules
Malcolm OwenThe cast of 'CODA' at the Oscars, as posted to Twitter by Tim Cook
Rules that can impact the ability for Apple TV+ movies to be entered into the Academy Awards have been formalized, in a move to make it harder for streaming services to qualify and win a Best Picture Oscar.
Apple has achieved considerable success at the Academy Awards, with multiple wins including Best Picture for "Coda" in 2022. However, rule changes that were floated earlier in the year that could make it tougher for films by streaming services to be included have now been codified by the Academy of Motion Picture Arts and Sciences.
Under current rules, a qualifying run is for a one-week theatrical release in one of six U.S. cities. From the 97th Academy Awards for films released in 2024, the rules will change.
For a start, there has to be the initial qualifying run of one week in one of six cities, but then it has to be followed by an expanded theatrical run of seven days in ten of the top 50 U.S. markets no later than 45 days after the initial release.
For late-in-the-year films with expansions after January 10, 2025, distributors are required to submit their release plans for verification by the Academy. Those release plans must also include a planned expanded theatrical run to be completed by January 24, 2025.
In the case of non-U.S. territory releases, they can count towards two of the 10 required markets. The qualifying non-U.S. markets include the top 15 international markets, as well as the home territory of the film itself.
"As we do every year, we have been reviewing and assessing our theatrical eligibility requirements for the Oscars," said Academy CEO Bill Kramer and Academy President Janet Yang. "In support of our mission to celebrate and honor the arts and sciences of moviemaking, it is our hope that this expanded theatrical footprint will increase the visibility of films worldwide and encourage audiences to experience our artform in a theatrical setting."
The rule changes only apply to the Best Picture award, with eligibility for individual disciplines remaining unchanged.
The rule structure, and the commentary of the Academy CEO, doesn't really impact traditional film studios that rely on theatrical releases instead of straight-to-streaming releases. Though Apple does already implement theatrical releases for its movies, it could make such release programs more expensive or tougher to produce than at present.
It may also be an issue for streaming service viewership, as there would be an incentive to encourage watching via a theater to justify the cost and distribution of the film. This would mean fewer views for the film on streaming services themselves.
Andrew Orr
Wesley Hilliard
William Gallagher
17 Comments
Overall I find any requirement for a theatrical release silly, but this extra hurdle isn't even close to being insurmountable. An extra 7 day run in the top 10 cities isn't a big deal in terms of cost or logistics. This doesn't really impact the online viewership, either, because any Oscar worthy level content would likely gain via word of mouth more streaming viewers from someone having seen it in a theater.
Are streaming movies qualified to compete for Emmy awards as TV movies have always been able to do?
We stopped going to theaters years ago, even before the pandemic. People treat the experience like they are in their living rooms (talking, using their phones, horse playing, etc...).
We put together a home theater with a big Dolby Vision capable screen and a 13 channel Dolby Atmos sound system.
Don't miss theaters at all.
They better be careful with decisions like this, the reality is that movie watching is being uncoupled from the theater experience. The academy awards have been on a downward slide of relevance and decisions like this seem to be more about protecting their theater business than promoting access. In the end, the larger forces of technology and culture will prevail over their self-serving decisions.
I love cinemas and the movie-going experience generally, especially with film festivals and theatrical “revivals” of previous films, but also when a compelling new film comes around.
That said, the Apple Vision Pro is going to do at least as much damage to traditional cinemas as streaming services and “home theatres” have done. Technically, you can view a film on a bigger screen than any non-drive-in could possibly manage, and with better sound and your popcorn just how you like it. :)
For those poo-pooing the cinema experience, get your head out of your … er, multiplex … and find one of the old-fashioned cinema palaces of bygone days, like the Fox Theatre in Atlanta or similar. I’ve seen films there including some silent classics with live orchestral or choral accompaniement … now THAT is an experience you will never forget.