EXCLUSIVE: Add this one to the ongoing push-pull between streaming and theatrical. Wolfs, the Jon Watts-scripted and -directed film starring George Clooney and Brad Pitt, has become the most viewed movie in Apple TV+ history.
Apple doesn’t break out specifics, but I’m told the film boosted viewership by nearly 30% week over week on the service. It premiered on Apple TV+ on September 27, in more than 100 countries. The film created the biggest viewership spikes in the U.S., UK, Canada, Australia, Italy, Mexico, Brazil, and Germany.
Wolfs stars Clooney and Pitt as “fixers,” shadowy guys who solve thorny problems for the wealthy. These two have to change their lone-wolf habits and work together. The original deal called for a distribution plan that was to start with a wide theatrical release before landing on the streaming service. That got changed to a limited weeklong release before the big streaming bow. Watts, Clooney and Pitt premiered the picture at the Venice Film Festival.
Theatrical releases have become pricey hit-and-miss situations, but the streaming results put Wolfs in the win column for Apple, which has signed Watts to script to direct a sequel. The film surpassed numbers turned in on another recent star-driven straight-to-streaming crowd-pleasing caper film, the Doug Liman-directed The Instigators with Matt Damon and Casey Affleck leading a strong ensemble cast.
(L-R) Brad Pitt and George Clooney in Venice
Apple TV+
Apple execs are enthused by the results.
“When George, Brad and Jon approached us with the idea for Wolfs, it was an easy call — a crackling, fun movie starring two Oscar winners who everyone knows are iconic together,” said Matt Dentler, Apple Original Films’ head of features. “Now, audiences have chosen in droves to make Wolfs part of their weekend, making the movie a global blockbuster. We always consider Apple TV+ to be the home for the world’s most talented artists to create and deliver their best work, and it’s exciting to see audiences embrace that so overwhelmingly.”
Pic’s produced by Grant Heslov, Clooney and Dianne McGunigle, with Michael Beuggn, Austin Abrams, Poorna Jagannathan, Richard Kind and Zlatko Burić. Apple produced with Clooney’s Smokehouse Pictures and Pitt’s Plan B Entertainment. Also producing are Watts, Pitt, Dede Gardner and Jeremy Kleiner. Michael Beugg was executive producer.
Next up for Apple is Oscar-winning director Steve McQueen’s Blitz, set to release in select theaters on November 1 before streaming globally on Apple TV+ on November 22. Apple is giving a wide theatrical berth to the Formula One car racing drama F1. Starring Pitt, the film is directed by Joseph Kosinski and produced by Jerry Bruckheimer, and it opens in theaters June 25, 2025.