Apple is racing back into theaters with the release of F1 The Movie today, starring Brad Pitt and directed by Top Gun: Maverick’s Joseph Kosinski. The tech company’s $200 million motorsports drama is already Certified Fresh on Rotten Tomatoes.
Even before its theatrical release, the film premiered to real F1 teams in Monaco and received wide appreciation. It is expected to gross $40 million during its opening weekend in the US and Canada.
Apple hopes the movie, co-produced by Formula One champion Lewis Hamilton and distributed by Warner Bros., can break its theatrical cold streak.
Previous films, including Argylle and Fly Me to the Moon, underperformed at the box office, pushing the titles to Apple TV+. It did create Oscar buzz with Killers of the Flower Moon, but that wasn’t a box office hit.
Additionally, the iPhone maker’s film and TV arm, which was launched in 2017, has yet to turn a profit.
Notably, Apple TV+ is experiencing subscriber growth, driven by its popular shows, including Severance and The Studio.
Still, Apple chief Eddy Cue, who manages its $96 billion services division, insists theaters aren’t dead, and the new racing movie could mark a turning point.
With 70 million global F1 viewers per race and A-listers like Pitt and Hamilton backing it, Apple is hoping for a cinematic moonshot.