Deadline:

Apple just won an auction for world screen rights to Songwriter, the Murray Cummings-directed documentary that shows singer Ed Sheeran as he finds the handle on writing and performing his distinctive songs. Deal is low to mid-seven figures for world rights, and Apple will make it an event release that includes a theatrical component along with release on Apple’s multiple platforms. The film made its world premiere in Berlin, and tonight the docu is making its North American premiere in the Tribeca Film Festival.

I read that as $1-$5 million. Another brick on the content pile. It will be interesting to see the platform Apple is planning to turn this investment into revenue. Will this content be a draw to extend Apple Music? Will they build a separate Apple Video platform? When will the curtain be pulled back on all this investment?