After generating some buzz with controversial advertising, Apple’s new film *F1* is set to become the company’s most successful theatrical release to date. The film, starring Brad Pitt as a race car driver returning to the Formula One circuit after a 30-year break, accumulated $10 million during its initial preview screenings.
Apple’s aggressive marketing campaign, which included a contentious ad within the Wallet app, positions *F1* for a record-breaking opening weekend. Industry tracker *Deadline* projects that the film could surpass $55 million in its first full weekend, playing in 3,661 theatres.
If these projections hold, *F1* would eclipse the previous opening record set by Martin Scorsese’s *Killers of the Flower Moon*, which debuted at $23.2 million in 2023. The film’s trailer has garnered attention not just for its cinematic appeal but also for its innovative use of iPhone haptics.
Viewers experienced a simulated racing environment as their devices vibrated in sync with the roar of engines. As for competition, *F1* faces two other high-profile releases this weekend: Sony’s *28 Years Later*, a post-apocalyptic horror sequel expected to earn around $40 million, and Disney’s *Elio*, projected to bring in $31.4 million.
Directed by Joseph Kosinski and produced by Jerry Bruckheimer, *F1* is drawing significant interest from younger audiences, particularly those aged 13-24—a demographic not typically associated with racing films. The film’s trailer amassed approximately 845 million views across social media platforms, indicating a 62 percent increase in engagement compared to typical action-adventure releases.
Overall, *F1* is on track to earn $115 million globally during its opening weekends across various countries, signaling Apple’s commitment to expanding its role in marketing and distributing original films in the future.
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