Pitt’s racing drama hits $144m global opening, fuelled by Apple tech and blockbuster marketing

Brad Pitt’s high-octane racing film F1 thundered into cinemas this weekend, roaring to a $144 million global debut and marking the biggest theatrical launch for Apple Original Films. The film, released by Warner Bros, also opened to a robust $55.6 million in the US, proving there’s still a need for speed — and original storytelling — at the box office.

Directed by Top Gun: Maverick’s Joseph Kosinski, F1 follows a fictional underdog driver’s return to the sport. But behind the wheel of this victory is an industry-defying collaboration between Apple, Warner Bros, and real-life Formula One star Lewis Hamilton, who served as producer.

“This is a triumph,” said Apple Video chief Zack Van Amburg, celebrating what many in Hollywood had doubted: a non-franchise original film drawing crowds in the era of cinematic IP saturation.

Co-chief Jamie Erlicht added, “Audiences worldwide have embraced F1 for its pulse-pounding action and human-centred story. The team’s dedication created an unforgettable experience.”

The road to the screen took four years, with Pitt filming at real F1 races around the globe. The film’s international appeal was baked in, but the challenge was hooking American audiences, who were not traditionally drawn to Formula One. Apple pulled out all the stops.

Ahead of release, the company unveiled a first-of-its-kind ‘haptic’ trailer for iPhones, delivering vibrations timed to engine revs and dramatic scenes. There was also an F1-themed keynote at WWDC, Apple’s biggest developer event, where a sneak preview drew tech and film insiders alike.

Apple Retail Stores hosted events featuring Pitt and CEO Tim Cook, while Apple Maps, Music, Fitness+, and Podcasts were mobilised in a full-platform marketing push. Meanwhile, Apple Pay offered movie ticket discounts, making the campaign one of the most integrated ever staged by the tech giant.

The film’s social media buzz has been strong. Viewers have praised its real-world racing authenticity, dynamic driving shots, and Kosinski’s signature adrenaline-fuelled cinematography. RelishMix, tracking film buzz, highlighted how Hamilton’s 55.8 million followers and Pitt’s global press tour helped push the film’s reach sky-high.

In Imax, F1 pulled in $12.8 million from just 414 screens, accounting for 23% of its North American total — a remarkable feat that placed it among the format’s top 10 all-time openings.

Critics and audiences alike have drawn comparisons to Top Gun: Maverick, praising F1 for blending visceral action with emotional stakes. Kosinski reportedly used new IMAX digital cameras and mounted miniatures onto actual F1 cars to immerse audiences in the race like never before.

Adding to the spectacle were 33 global promotional partners — from Heineken and T-Mobile to Mercedes-Benz and KFC, the latter rolling out its largest-ever Hollywood tie-in. The global media value of the campaign surpassed $100 million.

Some questioned why the film didn’t surpass its $55.6M US opening, but analysts say audiences are holding out for premium seats during the upcoming 10-day holiday stretch.

“This isn’t a stumble—it’s strategy,” said Comscore’s Paul Dergarabedian. “F1 cracked the code: a motorsports movie that’s both prestige cinema and blockbuster. It’s a blueprint for streamers going theatrical.”

Pitt’s co-star Damson Idris and Hamilton have been vocal online, drawing fans from racing, action, and prestige film circles. Whether it was spotting Fernando Alonso in the trailer or reacting to the dynamic camera angles, fans are buzzing.

From Times Square car unboxings to Pitt’s surprise IMAX visit in Austin, F1 turned movie marketing into an international event. With momentum surging and more seats to fill, F1 is poised to dominate the track — and box office — for weeks to come.