Formula 1 film from Apple: "F1" looks set to be a box office hit
Up to 300 million US dollars in revenue so far – and it could be even more: Apparently Apple's movie strategy with the racing film "F1" is working this time.
Apple's "F1" film: high investment, good profit?
(Image: Apple)
Apple spends a lot of money on its film and series productions as part of the TV+ streaming service: allegedly at least one billion US dollars a year. But occasionally this expenditure seems to pay off: With the much-hyped Formula 1 film “F1” starring Brad Pitt, there seems to be greater success on the horizon at the box office.
Merchandising and lots of advertising
The production, which is said to have cost between 250 and 300 million dollars including distribution costs, has made over 200 million dollars at the box office since the first weekend after its release on June 27, and is expected to exceed 300 million dollars soon. If this continues, Apple could exceed the 520 million dollars that have been earned in total with previous “hits” such as “Killers of the Flower Moon”, “Argylle”, “Napoleon” and “Fly Me to the Moon”.
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Apple had focused on broad marketing and, above all, a wide theatrical release – in contrast to previous productions such as “Wolfs” (also starring Pitt). An advertising campaign ran worldwide, Apple itself recently took part in its keynote at WWDC 2025 and in some countries there was even merchandising at a burger joint.
Movie also coming to Apple TV+
The strategy, which was apparently also agreed with film partner Warner Bros. Pictures and the production company of well-known action director Jerry Bruckheimer, was much more classic than usual – and the success seems to prove Apple right. Of course,“F1” will also run on Apple TV+ again, but not immediately. Instead, the partners are relying on an extensive theatrical exploitation window. Observers currently estimate that streaming will not start until October 2025. This means that anyone interested in “F1” will have to go to the movies first. In the film, Pitt plays an ageing Formula 1 driver who helps a young driver (Damson Idris).
Jeff Goldstein, head of distribution at Warner, told the Financial Times that he expects the film to have “plenty of gas left in the tank”. “It's going to run and run and run.” As producer, Bruckheimer met director Joseph Kosinski, who had shot “Top Gun: Maverick”. Kevin Walsh, whose production company worked with Apple on “Napoleon” and other films, said that “F1” validated Apple's strategy. “They're in the business to stay and ready to grow it.”
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