Apple’s 'F1' Debuts $55M US-Canada Box Office Hit

Apple's "F1 The Movie," starring Brad Pitt and directed by Joseph Kosinski, has delivered the company's biggest box office hit with a $55.6 million opening weekend in North America and $144 million globally. The film, which centers on a retired Formula One driver returning to racing, exceeded expectations for a non-sequel racing movie by leveraging the global popularity of Formula One and a strong IMAX presence, which accounted for 55% of domestic ticket sales. Despite a hefty production budget exceeding $200 million, the film's robust promotional campaign—including immersive trailers utilizing iPhone haptics and integration with Apple TV+—helped attract a younger demographic, a rarity for racing films. Apple partnered with Warner Bros. for distribution, and while the company views its entertainment projects primarily as marketing tools for its technology ecosystem rather than traditional box office earners, "F1" marks a notable success in this strategy. The film's opening significantly outperformed previous Apple theatrical releases like "Killers of the Flower Moon" and stands out in a summer season dominated by sequels and established franchises. Industry analysts highlight "F1" as a rare adult-skewing tentpole hit in today's franchise-heavy landscape.