WSJ: Apple's not in film business for the money

From Tripp Mickle and Erich Schwartzel’s Apple Partners With Movie Studio A24 to Make Feature-Length Films in Friday’s Wall Street Journal ($):

A24 became one of the buzziest companies in Hollywood quickly after its founding in 2012. Its films are often more successful in provoking cultural conversation than profiting heavily from ticket sales, a signal the Apple deal is more about brand cache than box-office windfalls.

In 2017, its movie “Moonlight” won the Oscars for best picture, best adapted screenplay and best supporting actor. The film wasn’t released widely in theaters and was among the lowest-grossing movies ever to win best picture.

My take: Best picture, lowest grossing? That doesn’t sound like Apple’s business model.