Brad Pitt’s "F1" movie delivers box office masterclass for Apple with $293 million earnings

Brad Pitt's F1 movie has gone from strength to strength, and now, just 10 days after its release, it's generated $293 million at the global box office, officially being crowned Apple's highest-grossing film yet.

In comparison, Ridley Scott’s “Napoleon" generated $221 million when it was released in 2023, and the same year's "Killers of the Flower Moon” earned only $158 million in revenue. These Apple productions pale in comparison to the Formula 1 spectacle, which alone generated $60 million in IMAX theatres, proving that motorsport media on the big screen is still alive and kicking.

The Joseph Kosinski-directed movie saw consistent financial performance from the get-go. On its opening weekend, it saw $55.6 million in North America theatres alone, generating $144 million globally - well above industry projections. And while an impressive marketing strategy initially propelled its success, highly positive reviews from both professional critics and the public helped maintain its momentum.

Lewis Hamilton at the World Premiere of F1 The Movie

Photo by: Getty Images

With a rumoured cost of between $200 and $300 million, it has a little way to go before it starts to make a profit for the technology company, but it's yet to even begin streaming.

“We’re thrilled by the global response to F1 and grateful to the audiences who’ve embraced the film with such enthusiasm,” Apple’s head of worldwide video, Jamie Erlicht, told Variety. “This success is a testament to the vision of Joe, Jerry [Bruckheimer], Brad, and [F1 champion] Lewis [Hamilton], along with the efforts of the entire cast and crew. Together with Formula 1, they’ve created an inspiring cinematic journey that captures the energy and spirit of the sport.”

The success of the movie was facilitated partly by the access it was given by the championship it's named after. With filming taking place during real grand prix weekends, the production team was given unprecedented access to venues including Silverstone and Las Vegas' street circuit. This allowed Pitt and co-star Damson Idris to fully immerse themselves among the likes of Max Verstappen and Carlos Sainz, bringing a Drive to Survive feel to the motion picture.

With a newfound confidence in its motion pictures, Apple now has to answer an important question. How do you follow up such a movie?