Apple paid roughly $25 million for a movie at the Sundance Film Festival, the largest deal ever at the event.
The purchase was made after a bidding war with Amazon over the critic favourite.
🏆 Directing Award: US Dramatic goes to Sian Heder for CODA. #Sundance pic.twitter.com/nobzqP0goc
— SundanceFilmFestival (@sundancefest) February 3, 2021
As a CODA (Child of Deaf Adults) Ruby is the only hearing person in her deaf family. When the family's fishing business is threatened, Ruby finds herself torn between pursuing her love of music and her fear of abandoning her parents.
CODA could prove to be a critical success. While Apple TV+ has won awards, it has so far been shut out of some of the biggest prizes, including the Golden Globes and Oscars.
A major award could help Apple TV+ compete in the market.
