- Today
- Holidays
- Birthdays
- Reminders
- Cities
- Atlanta
- Austin
- Baltimore
- Berwyn
- Beverly Hills
- Birmingham
- Boston
- Brooklyn
- Buffalo
- Charlotte
- Chicago
- Cincinnati
- Cleveland
- Columbus
- Dallas
- Denver
- Detroit
- Fort Worth
- Houston
- Indianapolis
- Knoxville
- Las Vegas
- Los Angeles
- Louisville
- Madison
- Memphis
- Miami
- Milwaukee
- Minneapolis
- Nashville
- New Orleans
- New York
- Omaha
- Orlando
- Philadelphia
- Phoenix
- Pittsburgh
- Portland
- Raleigh
- Richmond
- Rutherford
- Sacramento
- Salt Lake City
- San Antonio
- San Diego
- San Francisco
- San Jose
- Seattle
- Tampa
- Tucson
- Washington
Apple Redefines Press Events with Immersive Hangar Showcase
Tech giant's 2026 slate features blockbuster films and TV series, as industry trends toward tighter control over content narratives
Published on Feb. 3, 2026
Got story updates? Submit your updates here. ›
Apple's recent press event, held at the vast Santa Monica Barker Hangar rather than a traditional theater, signals a significant shift in how media companies are approaching these showcases. The 120-degree surround screen, designed to mimic the immersive experience of a Cinerama Dome, was part of a broader trend toward prioritizing spectacle and control in media presentations. This curated approach, with limited recording, vetted questions, and moderators tied to the projects, reflects how streaming services and studios are tightening their grip on content distribution and the surrounding narratives.
Why it matters
As the media landscape becomes more fragmented, companies are employing strategic tactics to generate buzz on their own terms, leveraging social media and direct-to-consumer channels rather than relying on traditional media coverage. This shift toward hyper-curated access and immersive experiences signals an industry-wide transformation in how content is promoted and distributed.
The details
Apple's 2026 slate includes a mix of established franchises, high-concept originals, and projects featuring A-list talent like Keanu Reeves, Cameron Diaz, and Jonah Hill. The emphasis on Los Angeles-based productions aligns with California's efforts to attract film and television production through tax credits and other incentives. The use of a 120-degree surround screen is a fascinating example of how immersive technology is being integrated into media presentations, enveloping the audience in the world of the content.
- Apple's recent press event was held on February 4, 2026.
The players
Apple
A multinational technology company that designs, develops, and sells consumer electronics, computer software, and online services.
Barker Hangar
A large event space located in Santa Monica, California, which was the venue for Apple's recent press event.
Disney
A multinational entertainment and media conglomerate that produces and distributes content across various platforms.
Netflix
A leading global streaming entertainment service that offers a wide variety of TV shows, movies, and documentaries.
Amazon
A multinational technology company that focuses on e-commerce, cloud computing, digital streaming, and artificial intelligence.
What’s next
As the media industry continues to evolve, it will be important to monitor how companies adapt their press event strategies and the impact on traditional media coverage. The increasing use of immersive technologies and tighter control over content narratives are likely to shape the future of these events.
The takeaway
Apple's press event at the Barker Hangar is a prime example of how the entertainment industry is redefining the media showcase, prioritizing spectacle, control, and direct-to-consumer engagement over open access and traditional press coverage. This shift reflects the broader transformation of the media landscape, where streaming services and studios are taking a more strategic approach to content promotion and distribution.
