Wall Street Journal:

Apple Inc. is looking to make a splash in Hollywood by bringing feature-length films to theaters before releasing them on its streaming TV service, according to people familiar with the plans.

The company has made overtures to cinema chains and consulted with an entertainment executive as it pursues a traditional theatrical-release plan that would keep its movies in theaters for weeks before becoming available on Apple TV+, these people said.

By reaching out to theater-industry representatives now and releasing films early, Apple is hoping to attract big-name directors and producers and avoid some of the tension created by another Hollywood newcomer, Netflix Inc., people familiar with Apple’s strategy said.

I’m always wary of stories that only refer to “people familiar with the plans” and the like and I’m doubly wary of any stories written by Tripp Mickle but this makes complete sense. The wider reach and greater visibility, especially for “awards contenders”, could help draw talent to Apple and better differentiate itself from Netflix.