After years of searching for box office success, Apple finally seems to have its theatrical breakthrough with the film “F1.” The movie is currently dominating theaters as the number one film, projected to earn around $55.6 million domestically this weekend alone. Globally, “F1” has already amassed ticket sales of $144 million, placing it on course to soon surpass “Napoleon,” previously Apple’s highest-grossing release at $228 million.
Directed by Joseph Kosinski, best known for “Top Gun: Maverick,” Apple’s latest venture echoes the crowd-pleasing elements that made “Maverick” such a global phenomenon. Like Maverick, “F1” combines visceral, realism-focused cinematography—actor Brad Pitt actually got behind the wheel for the scenes—with a narrative centered around a seasoned veteran reluctantly paired with a younger, inexperienced rival who has much to learn.
Much of the film’s authentic quality can be attributed to shooting sequences during real Formula One races and insider creative input; legendary Formula One star Lewis Hamilton was directly involved as a producer. Moreover, the film seems perfectly timed, capitalizing on a surge in Formula One popularity in the United States, notably driven by the success of Netflix’s documentary series “Drive to Survive.”
Although this marks Apple’s first clear box office hit, the studio’s journey to this moment has been uneven and occasionally disappointing. Apple TV+ established itself as a critical darling early on, even winning a Best Picture Oscar for “Coda,” becoming the first streaming-produced film to do so. However, theatrical success had eluded them until now. Early attempts in wide theatrical releases were usually met with lukewarm returns, and the ambitious spy thriller “Argylle” ended in high-profile failure.
Following these struggles, Apple scaled back its theatrical ambitions and reevaluated budgets last year, a move that angered some filmmakers and led to public criticism. “F1,” backed by a reported $200 million budget, was widely seen as a risky gambit and an expensive effort to redeem Apple’s theatrical reputation.
Support for the movie extended to the highest echelons of Apple leadership. CEO Tim Cook prominently appeared with Lewis Hamilton in promotional efforts, highlighting how Apple used its signature camera technology to enhance the viewer experience. Cook acknowledged Apple’s strategy to leverage not only its production capabilities but also its extensive retail network in promoting the film, though this cross-promotion strategy irked a few of Apple’s customers due to aggressive advertising tactics.
Despite the impressive start, skepticism remains among some observers regarding “F1″‘s overall profitability. While the film has quickly raked in substantial revenues, analysts point out that the extravagant budget means it may have to earn significantly more at the box office—or ultimately serve as a very costly advertisement fueling interest in its streaming platform.
