Starring Brad Pitt, the High-Octane Racing Film Tops Box Office with $55.6 Million
The high-octane racing movie “F1: The Movie,” featuring Brad Pitt as a Formula 1 driver returning to the track after a career-threatening accident, has taken the top spot at the U.S. and Canadian box offices, grossing an impressive $55.6 million in the two countries. This surpasses Boxoffice Company’s pre-weekend projection of $45 to $55 million.
Global Earnings and Racing Enthusiasts
The film’s global earnings have exceeded $88 million, fueled by the popularity of Formula 1 racing in Europe and Latin America. Daniel Loria, vice president of Boxoffice Company, notes that racing films typically don’t perform well in cinemas. The most successful of its kind, “Ford v Ferrari,” opened with a modest $31 million in November 2019.
Factors Contributing to “F1″‘s Success
“F1” benefited from several factors that broadened its appeal beyond racing enthusiasts. Director Joseph Kosinski applied the same high-intensity cinematic treatment to Formula 1 racing as he did to combat aircraft sequences in his 2022 film, “Top Gun: Maverick.” CinemaScore respondents rated “F1” an A, indicating their approval.
- Cinematic Treatment: Kosinski’s high-intensity treatment of Formula 1 racing mirrored his approach in “Top Gun: Maverick.”
- CinemaScore Rating: CinemaScore respondents gave “F1” an A, reflecting their approval.
The Netflix series “Formula 1: Drive to Survive” has also contributed to increased popularity of Formula 1 racing, particularly in the U.S.
Apple’s Marketing Efforts
Apple invested heavily in marketing “F1,” a production by Apple Original Films reportedly costing over $200 million. The tech giant promoted the film during CEO Tim Cook’s keynote speech at this year’s Worldwide Developers Conference and offered iPhone users a discount on the movie. Apple Music also amplified the film’s soundtrack.
Warner Bros., which distributed and marketed the film, developed a tailored campaign emphasizing Formula 1 world champion Lewis Hamilton’s involvement in Europe and Latin America while focusing on Pitt in the U.S.
Box Office Analyst’s Perspective
“It’s like a perfectly coordinated pit crew in a race,” states Paul Dergarabedian, Comscore’s senior media analyst. “They’ve launched this successfully from the starting line.”
“F1” marks Apple’s biggest opening weekend, following previous cinematic endeavors like Martin Scorsese’s “The Irishman,” which, despite critical acclaim, saw modest box office returns.
“The extraordinary opening reflects both the excitement of Formula 1 and the deeply engaging and entertaining story crafted by the entire cast and creative team,” said Zack van Amburg, Apple’s senior video worldwide in a statement.
