Formula 1 film by Apple: “F1” seems to be a box office hit

Apple spends a lot of money on its film and series productions as part of the TV+ streaming service: supposedly at least one billion US dollars a year. But sometimes these expenses seem to be worthwhile: with the much hyped Formula 1 film “F1” with Brad Pitt, a greater success seems to be emerging on the box office.

Merchandising and a lot of advertising

Production, including sales costs, is said to have cost between $ 250 and $ 300 million, has had over 200 million dollars on the box office since the first weekend after publication on June 27, and will soon be exceeded $ 300 million. If this continues, Apple could exceed the 520 million dollars, which were taken overall with previous “hits” such as “Killers of the Flower Moon”, “Argylle”, “Napoleon” or “Fly Me To The Moon”.

Apple had set a broad marketing and, above all, a broad cinema publication – in contrast to previous productions such as “Wolfs” (also with Pitt). An advertising campaign ran worldwide, Apple himself recently made his Keynote for WWDC 2025 with And in some countries there was even merchandising at a burger root.

Film also comes on Apple TV+

The strategy, which was apparently also agreed with the film partner Warner Bros. Pictures and the production company of the well-known action director Jerry Bruckheimer, was much more classic than usual-and the success seems to be right. Of course, “F1” will also run on Apple TV+ again, but not immediately. Instead, the partners rely on an extensive cinema evaluation window. At the moment, observers estimate that streaming will only start in October 2025. That means: If you are interested in “F1”, you first have to go to the cinema. Pitt plays an aging Formula 1 driver in the strip who helps a young driver (Damson Idris).

Jeff Goldstein, Head of Warner Sales, said Compared to the Financial Timescalculate that the film “still has a lot of petrol in the tank”. “It will run and run and run.” Bruckheimer as a producer met director Joseph Kosinski, who had shot “Top Gun: Maverick”. Kevin Walsh, whose production company worked on “Napoleon” with Apple, said, “F1” validated Apple strategy. “They are in the shop to stay and be ready to expand it.”