Apple Original Films:

Apple and Billie Eilish today announced that the highly anticipated documentary feature film, “Billie Eilish: The World’s A Little Blurry,” directed by award-winning filmmaker R.J. Cutler (“Belushi,” “The September Issue,” “The War Room”), will premiere in theaters and on Apple TV+ in February 2021. The documentary is from Apple Original Films, in association with Interscope Films, Darkroom, This Machine and Lighthouse Management & Media.

I’ve embedded the Billie Eilish trailer below. It’s purely teaser, but worth a look.

But one thing I find fascinating is the evolving branding of Apple Original Films. Note the quote above, “The documentary is from Apple Original Films.” And if you follow the headline link to the original Apple press release, you’ll see the name is in the headline.

No Wikipedia page for Apple Original Films (yet), but follow this link and you’ll see a page of trailers with the headline Apple Original Films.

This branding feels smart, more appropriate for movies than Apple TV+, especially if Apple has ambitions to grow in the theatrical release space.