Apple is prepared to spend $1 billion a year on films that it plans to debut at theatres, according to a new report by Bloomberg. The moves aims to further promote the company’s TV+ service as it seeks to entice consumers and grow its subscription base.

The report adds that Apple has been in talks with movie studios and producers to team up to release a few A-List movies this year and beyond. The report states that “The list of potential releases includes Martin Scorsese’s Killers of the Flower Moon, which stars Leonardo DiCaprio; the spy thriller Argylle, from director Matthew Vaughn; and Napoleon, Ridley Scott’s drama about the French conqueror.“

The ballooned budget represents a significant increase over prior years, adds the report. Apple’s original movies have usually been exclusive on its TV+ platform or released on a limited basis to a select number of few theaters. Currently, internal plans call for international theatrical release across thousands of cinemas for at least one month.

Apple’s theatrical ambitions is the company’s newest strategy to persuade talent and lure them from its competitors, further reinforcing its Hollywood status as a serious producer. In addition, the move would help the company bolster its TV+ service reputation, potentially adding millions of subscribers in the process. Bloomberg adds that “If the company is going to spend hundreds of millions of dollars on a Scorsese movie, it wants to turn that into a cultural event.”

The report warns that Apple is yet to nail its distribution strategy, adding that the “company doesn’t have the expertise internally to release movies in thousands of cinemas worldwide at once, which is why it has approached third-party distributors.” Apple is yet to agree distribution and marketing terms with any external studios.

Scorsese’s Killers of the Flower Moon, which Paramount Pictures partnered with Apple to foot its $200 million budget, will solely be released by the Hollywood producer in theaters before making its way into the small screen via Apple TV+.

Apple’s latest film ambitions come after its critically successful yet financially timid endeavors with pictures like the Academy Award-winning CODA and Cherry. Apple ran a limited theater release for both films in 2021. The company reported a $2 million box office for CODA, whereas it didn’t report ticket sales for Cherry.