F1 is Apple's first blockbuster: $144m at launch, rivals have smoke in the mirror
Apple teamed up with Warner Bros. to release the film "F1" starring Brad Pitt - and it blew up the box office: $55.6 million in the US/Canada and $144 million worldwide. For Apple, this isn't just a premiere - it's confirmation: they can make films that can compete with the giants of Hollywood.
Here's What We Know
Produced by Apple Original Films in association with Warner Bros. and directed by "Top Gun: Maverick" director Joseph Kosinski, "F1" debuted on 27 June. It immediately took the top spot at the box office with $55.6 million in North America and $144 million worldwide. Such a start makes "F1" Apple's most successful release in cinemas.
Apple had previously struggled: no big-screen success with "Argylle," "Wolfs," or even "Killers of the Flower Moon" - despite a stellar cast. Now they've been able to build a large audience, where the formula - a combination of Formula 1, stars (Brad Pitt, producer Lewis Hamilton) and proven film formats - helps .
The formula for success
- Perfect timing: connecting to car culture after the popularity of "Drive to Survive" on Netflix
- Cinematography as in "Top Gun": the camera was placed right in the cockpit of the "formula" - details are memorable
- Apple marketing - hyper-digital promotion: from iPhone notifications and a trailer with tactile feedback to discounts via Apple Pay and Apple Maps-tours of the tracks.
The film has already taken the number one spot, beating out competitors such as "How to Train Your Dragon," Disney's "Elio" and the horror film "M3GAN 2.0." "F1" will soon be available on Apple TV+, but the company remains committed to cinemas - for brand recognition and dramatic effect.
Source: Reuters
