Apple takes to the track: a Formula One film with Brad Pitt will test the company's film strategy
Apple is betting on cinemas - and Brad Pitt in a racing helmet. On 27 June, one of Apple Original Films' most ambitious projects, F1, a film dedicated to the world of Formula One, hits thousands of screens. And it's not just a summer blockbuster, but a test of sorts for Apple's Hollywood strategy.
Here's What We Know
The film is directed by Joseph Kosinski, who previously grossed $1.5 billion at the box office with "Top Gun: Maverick". Starring Brad Pitt, who plays a motorsport veteran returning to the big time. With a budget of over $200 million, this is Apple's most expensive film to date.
What makes the film special? The film was shot right during the actual Formula 1 rounds - Apple placed dozens of iPhone cameras right on the cars to achieve this level of immersion for the first time in cinema history. The technology has even impressed race organisers - Apple is already in talks to permanently integrate it into TV broadcasts.
The premiere took place in Monaco on the eve of the Grand Prix: the film was shown to pilots and team managers. And, judging by the reaction, it was a great success. Lewis Hamilton, seven-time world champion, took part in the filming and acted as co-producer and realism consultant.
The F1 film is Apple's first major release in cinemas in a long time. After past attempts (including "Argylle" and "Fly Me to the Moon") showed mixed results, the company has become more cautious. However, amid the growth of Apple TV+ and the success of series like "Split" and "Studio" with Seth Rogen, Apple wants to bring attention back to the big screen as well.
While the company doesn't disclose financials, it's known that the video division (Apple TV+ and films) is still not profitable. Therefore, the success of "F1" is important not only as a blockbuster, but also as a turning point for Apple's entire film strategy.
Source: Bloomberg
