Academy squeezing out Apple TV+ movies with new Oscar rules
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.
The cast of 'CODA' at the Oscars, as posted to Twitter by Tim Cook
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.
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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.
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.
They will also use these as locations for Guild “For Your Consideration” screenings, so it is not even that much of an expense (they have a public screening early in the evening followed by a screening with a reception for one or more of the guilds later in the evening).
Best Picture: [movie name]*
The franchise is precious. And only those eligible should have it.
To be considered the best is a loose descriptor and opinion. It's not saying that you'll think it's the best picture of the entire year. It's saying that the Academy Awards have determined it is the best picture of the year.
Even IMDb lists awards under an opinion category.
For the year 2022, the Academy Awards felt that Everything Everywhere All At Once was worthy of the best picture of the year, while for BAFTA that was merely a nominee with All Quiet on the Western Front being the best film of the year.
The movie industry has always been extremely supportive and proactive around adopting and taking advantage of the many benefits of emerging technology in the creation (e,g., CGI, animation, computer based editing) and delivery of content in different formats (e.g., VCR tapes, laser disks, DVDs, streaming). They are obviously not yet ready to totally write-off the traditional theater going experience, not quite yet, so they are trying to preserve as much of it going for as long as they can by providing incentives for movie studios to continue to support those traditional outlets and to serve a (dwindling) market of movie goers who don’t subscribe to streaming services as well as those who enjoy the theater experience.
The form and method of the incentives used for preservation of the traditional movie outlets may seem heavy handed, but what other cards does the Academy have to play, other than controlling eligibility in what is actually a very narrow category? What they’ve imposed seems quite innocuous for the studios who really care about competing for the award.