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A Record-Breaking Audience
This sci-fi thriller starring Anya Taylor-Joy and Miles Teller captivated subscribers from its opening weekend, seeing an 80% increase in new viewers and double-digit growth globally for Apple TV+.
While Apple has not released specific figures, The Gorge has reportedly outperformed all previously released films on Apple TV+ in terms of launch success. It surpasses Wolfs, the film featuring George Clooney and Brad Pitt, which held the record until now, despite its canceled theatrical release. Although The Gorge may not beat the overall numbers of Wolfs, it stands as the best launch ever recorded for a film on Apple TV+.
A Film Strategy That Finally Pays Off
With The Gorge, Apple appears to have perfected its approach to maximizing the impact of its original films. After several less successful attempts with theatrical releases like Argylle and Fly Me to the Moon, the company has adopted a strategy more akin to Netflix, focusing on direct releases on its platform.
This gamble seems to have paid off: by attracting a huge subscriber base, Apple TV+ demonstrates that it can compete with the giants of the streaming world. This film marks a new phase in the evolution of the service, which aims to leverage this success to bolster its catalog.
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A Little Extra
Another strategic shift for Apple: involving the actors more. Indeed, it was hard to miss the media buzz around Severance or Silo earlier last month. For the premiere of the film, the company playfully repeated this with the main actors (a very American thing typically done for weddings), offering them three analog cameras to create a little evening photo album (to see the result, click here).
Bloody Valentine?
Cupertino has thus prepared something quite special, a blend between a thriller and a horror film, starring Anya Taylor-Joy and Miles Teller. However, it seems we can also expect a touch of romance!
The film is directed by Scott Derrickson, known for The Exorcism of Emily Rose
, The Day the Earth Stood Still
, and Doctor Strange
released in 2016. Later, his fondness for horror films continued with titles like the eerie Sinister
(2012), and Deliver Us from Evil
in 2014.