Apple is coming to Hollywood.
Delete that.
Hollywood is going to Apple.
On March 25, a delegation of producers, studio executives and big-name actors will enter the subterranean 1,000-seat Steve Jobs Theater in Cupertino, Calif., for one of those Apple showcases, with the chief executive, Tim Cook, commanding the stage before a crowd of loyalists.
This time around, the focus won't be on the next must-have device. With iPhone sales showing signs of fatigue, the event is intended to draw attention to the company's billion-dollar-plus bet on entertainment, an initiative that will put Apple in direct competition with Netflix, Amazon and HBO.
NYTimes