Apple Original Films has scored its biggest theatrical win yet with the release of F1, a racing drama starring Brad Pitt. The film pulled in over $55 million during its opening weekend, outperforming all previous Apple-backed releases.
Record-Breaking Start
The movie made a strong entrance with a $10 million preview screening in the U.S., before rolling out to 3,661 theaters nationwide. According to industry reports, this makes it Apple’s most successful box office debut to date. For comparison, 2023’s Killers of the Flower Moon opened at $23.2 million.
Immersive Promotion Strategy
Apple went all-in on marketing. It included a unique ad in the Wallet app and created an immersive trailer that used iPhone haptics to simulate the roar of racecars. Additionally, Apple showcased the film with a trailer tailored for its Vision Pro headset, adding to the buzz.
Wide Appeal and Global Reach
Directed by Joseph Kosinski and produced by Jerry Bruckheimer, F1 has surprised many by attracting a younger audience, particularly those aged 13 to 24. Typically, racing films appeal to older viewers, but F1 broke that trend. Social media traction played a huge role — the trailer garnered over 845 million views across platforms like TikTok, YouTube, and Instagram.
Global Projections and Competition
With global projections reaching $115 million across all territories, Apple’s investment in original theatrical releases seems to be paying off. The film’s closest box office rivals this weekend — 28 Years Later from Sony and Disney’s Elio — are expected to bring in $40 million and $31.4 million, respectively.
