Entertainment Desk: In a landmark weekend for both Apple and Hollywood, Brad Pitt’s high-stakes racing drama “F1” has roared into the global box office with $55.6 million in domestic earnings, securing the tech giant its first theatrical hit. The film also clocked in a robust $88.4 million from 78 international markets, pushing its worldwide total to $144 million after just three days.
Directed by Joseph Kosinski of “Top Gun: Maverick” fame and co-produced by Jerry Bruckheimer and seven-time Formula 1 champion Lewis Hamilton, “F1” casts Pitt as a retired Formula One driver lured back into the circuit to mentor a rising rookie, played by Damson Idris.
“F1” an original, adult-oriented film—a rarity in the blockbuster landscape. Its warm reception, marked by glowing reviews and an “A” grade on CinemaScore.
Apple, which financed the film at a reported cost between $200 million and $300 million, outsourced theatrical distribution to Warner Bros. The studio stands to earn a percentage of the box office, which will increase as the film surpasses performance thresholds.
The company strategically promoted “F1” via Apple TV+ home screen takeovers and targeted iPhone push notifications, including offers like $10 discounts for bulk ticket purchases via Fandango.
Yet Apple CEO Tim Cook insists the company’s foray into cinema is driven by storytelling, not hardware sales.
