Apple says movie theaters are allies as streaming competition intensifies

Apple’s senior vice‑president of services, Eddy Cue, told AFP that the company sees cinema venues as complementary partners in its streaming strategy. He highlighted the success of "F1: The Movie," which earned $634 million worldwide and won an Oscar for best sound, and said Apple will develop a sequel, emphasizing that movies can remain in theatres as long as audiences demand them.

Cue added that Apple’s streaming service, now called Apple TV, will continue to release films both in theatres and on the platform, arguing that “cinema and streaming are very complementary.” He noted the company’s recent accolades, including an Oscar for best picture with "CODA" in 2022.

In France, cinema chain Confluences owner Cédric Aubry is responding to the same streaming pressure by “premiumising” the theater experience. He reported that cinema box‑office revenue reached €1.16 billion in 2025, while subscription‑video‑on‑demand revenue rose to €2.5 billion. Aubry’s theatres now feature electric seats, advanced sound systems and flexible seat reservation to create a “wow” effect and attract audiences back to the big screen.