In a significant triumph for Apple Original Films, the new Formula One racing movie titled “F1,” featuring Hollywood star Brad Pitt, has debuted at the top of the box office charts over the weekend. This marks a major achievement for Apple’s film and television production studios, which are making strides in the competitive landscape of cinema. Under the direction of Joseph Kosinski, the film also stars Kerry Condon and Damson Idris, who graced the red carpet at the premiere, capturing the attention of audiences and critics alike.

According to advance data from several Hollywood trade publications, “F1” grossed an impressive $55.6 million in the domestic market during its opening weekend. When combined with its international earnings, the film has raked in a total of $88.4 million globally, in addition to another $10 million from preview screenings prior to the official release. Despite this strong start, the film still has a long way to go, as it has yet to recoup its sizable production budget of $200 million. To turn a profit, “F1” will need to maintain momentum at the box office in the coming weeks.

In stark contrast, the sequel to the 2022 horror hit “M3GAN,” aptly dubbed “M3GAN 2.0,” faced a disappointing fate, managing to secure only $10.2 million during its opening weekend. The film faltered against established favorites including “How To Train Your Dragon,” further highlighting the unpredictable nature of box office performances.

Apple Studios, which has garnered attention for its commitment to producing high-quality films, has released several notable projects in the past five years. These include director Martin Scorsese’s “Killers of the Flower Moon,” a dramatic epic exceeding three hours in length, and the Oscar-winning film “CODA” from 2021. However, the return on investment for many of these films has been less than favorable, with several not breaking even. For instance, Scorsese’s film garnered $158.8 million at the box office, falling short of its estimated $200 million production cost. Meanwhile, Apple’s highest-grossing film to date, Ridley Scott’s “Napoleon,” released in 2023, has grossed $228 million, but still required significant marketing efforts.

The tech giant's CEO, Tim Cook, previously expressed that Apple’s substantial investments in film and television are not intended to bolster its primary business of consumer electronics sales. In an interview with Variety, Cook stated, “I don’t have it in my mind that I’m going to sell more iPhones because of it.” However, the company’s marketing strategies do appear to harness its vast customer base to drive interest in films like “F1.” For instance, iPhone users across the United States received notifications offering them a $10 discount on the purchase of two movie tickets through Fandango, effectively utilizing their platform to boost ticket sales.

Additionally, the producers of “F1” have creatively leveraged brand sponsorships, a common practice in the racing world, to recoup some of the film’s costs. They successfully sold naming rights for the fictional APXGP racing team, featuring prominent brands such as Mercedes and Geico emblazoned on Brad Pitt’s racing suit and car. Producer David Leener disclosed that this strategy brought in approximately $40 million for the film, underscoring the importance of corporate partnerships in modern filmmaking.