“Seems like the bar was set really low”: Brad Pitt and George Clooney’s Wolfs Become Apple TV’s Most Watched Program But Fans Aren’t Impressed
- Apple TV+ celebrated 'Wolfs' for achieving the highest viewership in its history.
- Despite the milestone, 'Wolfs' has received a lukewarm reception from fans and critics.
- Originally intended for a wide theatrical release, Apple switched 'Wolfs' to streaming.
Star power has often been a driving factor in Hollywood, where bigger names ensure higher revenues. George Clooney and Brad Pitt proved that many times with their effective chemistry on the screen. However, even the best can’t escape the fate of a lukewarm reception sometimes.
Their recent collaboration Wolfs has been one of such cases. The film is about two professional fixers who had to overcome their lone-wolf nature in order to perform their task. Although Wolfs has caused headlines in the streaming world, it has failed to impress everyone.
Wolfs‘ Streaming Milestone Fails to Impress Viewers
Wolfs stars George Clooney and Brad Pitt as shadowy fixers who are solving complex issues for the rich. The film is written and directed by Jon Watts, and it premiered at the 81st Venice International Film Festival on September 1, 2024. While it has had a very limited theater release, it was then released on Apple TV+ on September 27, 2024.
The streaming numbers for Wolfs have been going through the roof. According to Deadline, the film is now the most-watched film in the history of Apple TV+ and has increased its viewers’ watching by 30% over the week. It has seen significant increases in viewership, especially in the U.S., UK, Canada, Australia, Italy, Mexico, Brazil, and Germany.
Apple executives are over the moon after such a response. The head of features for Apple Original Films, Matt Dentler said (via Deadline),
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.
But not everyone is impressed. Netizens have expressed their opinions about the milestone online, saying the movie has nothing special as such and the milestone shows that perhaps Apple TV+ doesn’t have great shows.
Seems like the bar was set really low
— Chill_Bill (@willintochilln) October 2, 2024
understandably so, i've seen most of Apple TV+ content, its barely interesting.
— VIKTOR (@VIK19941) October 2, 2024
Because it’s the only one they gave a marketing budget to. 😝
— Rob (@JuceeRob) October 1, 2024
Like saying worlds tallest midget
— MT Richardson (@JackBurtonNole) October 1, 2024
Of course not a single new movie to watch in that platform!
— John Wu (@juanparza) October 1, 2024
This lack of interest is also seen in the critics’ score on Rotten Tomatoes, which is 68% at the moment. Many expected much more from the movie, given that it starred Clooney and Pitt. The movie has moderate comedy and reasonable action scenes, which make it decent enough to give it a watch. However, there is nothing involving or thrilling about the movie.
Why Wolfs Changed Course From Big Screen to Streaming
Wolfs was expected for theaters targeting a big audience. Clooney even revealed to Deadline that he and Pitt had “made the deal” to give money back so that it had a theatrical release. Later, Apple joined in December 2023 with Sony Pictures to handle theater releases for the film.
However, six weeks before the release, Apple changed its mind and decided to shift from wide release to limited release, then shifted to streaming services. But why the sudden change?
One reason can be explained by audience awareness. Perhaps Apple’s box office tracking told that either the audience was not aware of Wolfs, or did not plan to watch it in the theaters. Such kinds of research are quite typical for studios and may have contributed to it.
Another influence could be Apple’s alleged efforts at lowering its streaming expenses. Transferring Wolfs to Apple TV+ almost immediately after the theatrical release is likely promising for new potential subscribers. Although it might provide a small boost, if enough people sign up to see the movie, it can be considered a success.
Moreover, The New York Times reported that Apple executives wanted “to not risk a public disappointment should the movie not succeed at the box office.” However, whatever the reasons may be, Wolfs‘ streaming success after its limited theatrical release provides another case study for the ongoing changes in the movie business.
