Apple, known for its deep pockets and penchant for secrecy, has surprised the film industry with its newfound willingness to collaborate with traditional studios and embrace the theatrical marketplace. This shift, exemplified by the upcoming release of “Killers of the Flower Moon,” marks a significant departure from Apple’s typical streaming-first approach.

“Killers of the Flower Moon,” a $200 million production, will make its theatrical debut before becoming available on Apple TV+ after a 45-day window. This strategic move reflects Apple’s commitment to traditional theaters, representing a clear shift from its streaming-centric approach in recent years, the New York Times reported.

The film’s anticipated box office performance is under scrutiny, with analysts predicting a wide range of opening weekend earnings, from $18 million to $30 million. The high production cost the movie’s lengthy runtime and the dark subject matter, focusing on the murders of Native Americans, may pose commercial challenges.

Despite these hurdles, some industry experts, like independent box office analyst Shawn Robbins, remain optimistic, predicting a $30 million opening for the film. Strong reviews and Leonardo DiCaprio’s impressive box office history, especially in collaboration with director Martin Scorsese, provide reasons for optimism. Additionally, the market has been lacking high-profile films targeting adult audiences, making “Killers” a potential standout.

Apple’s shift towards theatrical releases has been well-received by theater owners, who see it as a positive signal for the industry. Michael O’Leary, chairman of the National Association of Theater Owners, expressed his enthusiasm, stating that prioritizing theatrical releases can attract major filmmakers to collaborate with Apple and create more dynamic and entertaining content.

The production history of “Killers of the Flower Moon” is noteworthy. Martin Scorsese and co-writer Eric Roth began adapting David Grann’s nonfiction book in 2017. Paramount initially agreed to finance and distribute the film, but when production costs escalated, Apple stepped in as a financing partner in 2020.

Paramount and Apple maintained their collaboration, with Apple reimbursing Paramount for development costs and a portion of Martin Scorsese’s overall deal. Paramount handles theater bookings and media purchases for the film’s marketing, while Apple controls publicity and marketing materials.

Apple has replicated similar agreements with other studios for upcoming releases. For example, during Thanksgiving weekend, Sony Pictures will collaborate with Apple to release Ridley Scott’s “Napoleon,” and in February, Apple is partnering with Universal Pictures for the release of “Argyle.” These partnerships reflect Apple’s willingness to work with multiple studios rather than adopting a single-studio distribution approach.

While all three studios are eager for long-term partnerships with Apple, the tech giant has not committed to any exclusive partner. Experts suggest that Apple’s flexibility and ability to work effectively with multiple studios is likely to shape its approach to film distribution in the future, emphasizing its calculated strategy in this evolving landscape.