Apple just had its first box office hit with “F1,” a big-budget racing drama starring Brad Pitt. The movie opened to $55.6 million domestically and $144 million globally this weekend. According to a New York Times report, this star-studded movie which cost an estimated $350 million to “make and market,” benefited greatly from aggressive marketing and positive word-of-mouth, and impressive cast.
Set in the world of Formula One racing, this film, directed by Joseph Kosinski, follows Pitt’s character who returns to the sport after a gap of thirty years to save a failing team. With good reviews and a promising “A” grade on CinemaScore exit polls, “F1” landed in the middle of expectations of $50 million to $60 million.
“We’re thrilled by the global response to ‘F1′ and grateful to the audiences who’ve embraced the film with such enthusiasm,” said Apple’s Head of Worldwide Video Jamie Erlicht. “This success is a testament to the vision of Joe, Jerry [Bruckheimer], Brad, and [F1 champion] Lewis [Hamilton], along with the efforts of the entire cast and crew. Together with Formula 1, they’ve created an inspiring cinematic journey that captures the energy and spirit of the sport.”
READ: Apple to pay $95 million to settle Siri lawsuit (January 3, 2025)
F1’s performance is significant because this is the first time one of Apple’s films saw commercial success. Unlike traditional studios, Apple is less dependent on the commercial success of its films, since it views its movies and television shows as a marketing vehicle for its technology and Apple TV+. With such a vast reach, Apple has unique ways of promoting its movies such as placing the “F1” trailer on the home screen of its streaming service and enabling iPhone push notifications for “F1” that offer a $10 discount when moviegoers buy two or more tickets on Fandango.
Apple has previously backed films like “Killers of the Flower Moon,” and “CODA” which have seen great critical success — as well as critical and commercial flops like “Fly Me to the Moon,” and “Argylle.” Apple’s streaming service Apple TV has also seen significant losses — though it has also produced hit original shows like “Severance.” F1’s success might indicate the tech giant might be able to turn the tide in its favor after all, when it comes to the entertainment industry.
“A lot about this movie looks easy, like a sure-fire hit, but it’s not,” says David A. Gross, who runs the FranchiseRe movie consulting firm and referred to “F1” as “outstanding.” “Race car films and sports dramas have a long and mixed track record. This time, everything is working.”
The makers of “F1,” including “Top Gun” producer Jerry Bruckheimer and seven-time Formula One champion Lewis Hamilton, have claimed the “most authentic” racing movie ever. Meanwhile, the weekend’s other major release “M3GAN 2” saw a lukewarm reception, opening at $10.2 million.