Brad Pitt’s ‘F1’ fuels Apple’s first box office triumph with $55.6m debut

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.

Unlike the majority of today's big-screen successes, "F1" is not built on a pre-existing intellectual property or superhero franchise. Instead, it's an original, adult-oriented film—a rarity in the blockbuster landscape. Its warm reception, marked by glowing reviews and an "A" grade on CinemaScore, signals a refreshing shift in audience preferences.

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.

"We're thrilled by the global response to 'F1' and grateful to the audiences who've embraced the film with such enthusiasm," said Jamie Erlicht, Apple's head of worldwide video. "This success is a testament to the vision of Joe, Jerry, Brad, and Lewis, along with the efforts of the entire cast and crew."

To drive momentum, Apple leaned on its unparalleled digital infrastructure. 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. "I don't have it in my mind that I'm going to sell more iPhones because of it," he recently told Variety. "We're into [entertainment] to tell great stories, and we want it to be a great business as well."

Unlike past Apple-funded prestige pictures such as "Killers of the Flower Moon," "Napoleon," or the critically maligned "Argylle," "F1" appears to be both a critical and commercial success. Within just three days, it nearly matched the lifetime gross of "Killers of the Flower Moon" ($158 million) and is on track to overtake "Napoleon" ($221 million), positioning it as Apple's top-grossing release to date.

Industry analysts note that "F1" faced significant odds. "Race car films and sports dramas have a long and mixed track record," said David A. Gross of FranchiseRe. "This time, everything is working."

Much of the film's appeal lies in its stunning realism. The production team captured footage on actual Formula 1 tracks—from Silverstone to Abu Dhabi—with Pitt reportedly driving at speeds up to 180 mph. The immersive racing scenes, shot with Imax cameras, accounted for 55% of domestic ticket sales, with Imax alone contributing $27.7 million globally.

"With the most realistic racing sequences ever committed to film, 'F1: The Movie' quite simply demands to be experienced in Imax," said Rich Gelfond, CEO of Imax. "Joseph Kosinski and Jerry Bruckheimer innovated and pushed our technology to new frontiers."

Elsewhere at the box office, Universal and Blumhouse's horror sequel "M3GAN 2.0" opened to a modest $10.2 million domestically and $17 million globally—well below the $45 million global debut of the original. Despite a modest $25 million budget and a "B+" CinemaScore, the film's sharp drop in interest suggests the murderous AI doll may have been a one-hit wonder. A planned spinoff, "Soulm8te," is still on track for 2026.

Universal's live-action "How to Train Your Dragon" secured second place with $19.4 million in its third weekend, lifting its domestic tally to $200.5 million and global haul to $454.5 million. Pixar's "Elio" fared less well, slipping to third place with $10.7 million—a 49% drop from its underwhelming debut. Despite favourable reviews, the $150 million animated adventure has grossed just $73 million worldwide.

Meanwhile, Disney's live-action "Lilo & Stitch" continues its impressive run, collecting $946 million after six weekends and heading steadily toward the billion-dollar mark.

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