Apple Considers Theatrical Distribution Unit After $250M F1 Film

Apple has made a massive $250 million investment in the movie "F1," starring Brad Pitt, marking its biggest bet in Hollywood since entering the entertainment industry in 2019. The film, directed by Joseph Kosinski, aims to combine high production values and popular appeal, reflecting Apple's brand ethos, with hopes of achieving blockbuster success akin to "Top Gun: Maverick." Currently, Warner Bros. is handling the theatrical distribution of "F1" under a revenue-sharing agreement, but Apple is reportedly considering launching its own theatrical distribution unit to gain greater control over release schedules, marketing spend, and theater allocations. This move would represent a significant shift from Apple’s prior strategy, which involved limited theatrical releases mainly for awards eligibility or relying on external partners, after mixed results with wide releases. The company’s push includes innovative cinematic techniques, such as mounting iPhone cameras on race cars to capture authentic racing experiences, underscoring its commitment to quality and authenticity in storytelling. Overall, industry observers view the success of "F1" as a critical test of Apple's ability to blend curated, high-end content with mass market appeal and signal its seriousness about theatrical film distribution.