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Apple Eyes Lease at The Culver Studios, Bidding on Drama Starring Jennifer Aniston and Reese Witherspoon

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Apple is reportedly seeking to move its original content division to an iconic California studio where movies like Gone With The Wind and The Matrix were shot, in order to serve as a base for its big push into Hollywood production.

According to the Financial Times, Apple is interested in leasing space at The Culver Studios, which was built by silent movie pioneer Thomas Ince and counts RKO, Howard Hughes and Cecil B DeMille among its former owners. The studio is close to Sony Pictures' studio lot in Culver City, as well as Beats, the audio group Apple bought two years ago.

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Leasing at The Culver Studios would give Apple room to expand, as it hires top Hollywood talent, according to three people familiar with the discussions. The site has 13 soundstages up to 32,000 sq ft in size that can accommodate TV show shoots and full-length feature film work. But Apple is mainly looking for office space, albeit in an iconic location that signals their ambitions to become a big player in Hollywood.
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Apple and The Culver Studios declined to comment on the report, but the move makes sense given that Apple recently set aside $1 billion to acquire and produce original television content over the next year to compete with the likes of Netflix and Amazon.

That budget is said to be controlled by Hollywood veterans Jamie Erlicht and Zack Van Amburg, who were hired by Apple in June from Sony to oversee content acquisition and video strategy. Apple also recently hired former WGN America President Matt Cherniss to oversee development of the company's worldwide video unit. Erlicht and Van Amberg oversaw the production of hit shows like Breaking Bad and The Crown, while Cherniss previously worked with the two to bring the Sony shows Underground and Outsiders to WGN.

One of the first acquisitions Apple is said to be vying for is a "high-profile drama" starring Jennifer Aniston and Reese Witherspoon, set on a morning TV chat show, according to FT. The company is reportedly bidding against Netflix and others for rights to the drama, according to people familiar with the discussions, indicating that Apple is looking to procure premium productions similar to those found on HBO.

At the same time, Apple is struggling to catch up with its rivals in the original content space and is still looking to get at least one hit under its belt, with recent video efforts "Planet of the Apps" and "Carpool Karaoke" released on Apple Music generally failing to excite audiences. Meanwhile, the company's Apple TV set top box has lost market share to rivals like Roku, Amazon's Fire TV, and Google's Chromecast due to its high price and lack of 4K content.

Despite challenges, the scale of Apple's new budget and hiring efforts are said to be making some in Hollywood believe that this time the company is more committed to breaking into the film and TV industry. Apple is also rumored to be releasing a new Apple TV with support for 4K content and HDR video output at its upcoming media event on September 12.

Article Link: Apple Eyes Lease at The Culver Studios, Bidding on Drama Starring Jennifer Aniston and Reese Witherspoon
 
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https://www.macrumors.com/2017/09/01/apple-culver-studios-bid-drama-aniston-witherspoon/
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FSMBP said:
Why does Apple need to produce content? They are turning into Sony (i.e. in the 90s) and they are losing focus. Jack of all trades, master of none.
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They are merely aggressively, albeit selectively, following the money trail, which is what Apple's shareholders fully support. And would you expect anything different from Timothy Cook, master bean counter?

Additionally, the marketplace is constantly evolving, and those unwilling or unable to adapt will eventually languish.
 
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Jennifer Aniston and Reese Witherspoon?!

Finally, something to look forward to while I wait for the last season of Game of Thrones.
 
An Apple produced show starring these two is the perfect way for it to tout it's new "Hey Siri Mute TV" feature.

Apple could have picked more overdone actresses but they came pretty close, I'll give 'em that. I don't know how this gets anyone to subscribe and I don't even know what the plot line is. Don't care.
 
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FSMBP said:
Why does Apple need to produce content? They are turning into Sony (i.e. in the 90s) and they are losing focus. Jack of all trades, master of none.
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Are they going to be producing it or just paying for the exclusive rights to distribute it?
 
This just dilutes the brand.

I understand the eco-system idea, but Apple really needs to make every aspect of it strong, starting with the electronics (which is the whole foundation).

Tim is lost in space and has stars in his eyes. He is like the son who gets an inheritance and blows it.
 
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Apple product development:

Step 1. Find or build really cool office space.

Step 2. Actually start work on product.
 
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FSMBP said:
Why does Apple need to produce content? They are turning into Sony (i.e. in the 90s) and they are losing focus. Jack of all trades, master of none.
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Smartwatches, smartphones, tablets and digital music stores are four "trades" they are masters of at this moment in time.

jjhny said:
Tim is lost in space and has stars in his eyes. He is like the son who gets an inheritance and blows it.
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If I gave my son an inheritance and this is how he blew it, I'd be totally fine with that.

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jjhny said:
Tim is lost in space and has stars in his eyes. He is like the son who gets an inheritance and blows it.
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I think the more apt analogy is that TC is like the son who tries to grow from under his father's shadow but can never get there. I mean TC isn't sitting on his laurels. He's trying to come up with new things. It's just his new things are either half-baked or far fetched and out of his depth. He is making money on the old Job's-era categories so he's not blowing it, just kind of fumbling and lucky he has the iPhone.
 
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Eventually something will replace smartphones and all that iPhone money will dry up.

Shouldn't they be focusing on the future of tech? I understand they have enormous wealth and revenue but still, nothing lasts forever.
 
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Why does Apple need to compete? I feel like this is a question that nobody has answered. They make far more money elsewhere. I'm worried that doing this will put them in a weaker position when it comes to negotiating with rival studios. I want all content on a well designed, beautiful device.
 
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Wasn't this studio owned by Glenn Beck, or was he just thinking of buying it a few years ago? I'm curious if he carved off this slice of his pie, since he is getting thrashed by attrition these days.

Big problem #1 for Apple (or anyone): if you want to create content, you need an audience. The bigger the budgets and aspirations, the more inclusive the product should be. If you want to be niche, expect tiny viewership. Ex. #1--Hollywood films/TV these days. Unless Apple's creative directors understand the possible audience, they will be wasting large money on making misdirected niche product.
 
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