Brad Pitt’s Formula One drama, titled F1, has generated $161 million worldwide to date, sparking hope that it could revive Apple Studios’ theatrical fortunes after the company endured significant box office disappointment with star-driven releases such as Henry Cavill’s Argylle. The film’s strong performance reflects Apple’s ongoing attempts to secure a major win following several costly ventures that failed to resonate with international audiences.
Brad Pitt’s Racing Comeback Outpaces Expectations
F1: The Movie, directed by Joseph Kosinski, mirrors the winning approach that made Tom Cruise’s career-defining racing and action films box office hits. By emphasizing realistic racing sequences and practical effects, the film has drawn impressive crowds, marking a rare bright spot for the summer’s theatrical landscape. Critics have welcomed Kosinski’s work, with many pointing out its potential to help Apple Studios recover from a string of setbacks in its push for box office relevance.
Apple’s ambitions in feature films were crystallized when it made history by becoming the first streaming platform to capture a Best Picture Oscar with CODA. This achievement established high expectations for subsequent releases as Apple aimed to rival the likes of Netflix in the theatrical space.
Apple’s Record of Star-Studded Misses
Despite initial promise, Apple’s subsequent big-budget movies struggled to achieve similar success. High-profile projects drew top-tier talent but failed to capture widespread attention at the box office. Among these, Argylle, a spy caper starring Henry Cavill and Bryce Dallas Howard, performed especially poorly, earning only $96 million against its $200 million investment. This figure lags far behind industry expectations and highlights a pattern seen across several recent Apple releases.
Martin Scorsese’s Killers of the Flower Moon, which boasted stars like Leonardo DiCaprio and Robert De Niro, pulled in $158 million worldwide yet fell short of recouping its $200 million budget. Ridley Scott’s Napoleon, led by Joaquin Phoenix, reached $221 million globally, but production costs reportedly matched or exceeded this sum. Even lighter fare such as Fly Me to the Moon, featuring Scarlett Johansson and Channing Tatum, struggled to attract viewers, grossing only $42 million globally.
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Combined, these four productions cost Apple between $600 million and $700 million to produce and delivered just $515 million in global box office receipts, excluding the substantial losses from marketing and the theaters’ share. In stark contrast, F1’s momentum signals a noticeable turnaround for the tech company’s Hollywood division.
F1’s Strong Audience Reception and Box Office Potential
Initial audience feedback for F1 has been outstanding, with the film earning an A CinemaScore and a remarkable 97% audience rating on Rotten Tomatoes. By comparison, previous Apple releases like Killers of the Flower Moon saw divergent responses—93% from critics on Rotten Tomatoes but only 64% approval from the general audience. Napoleon and Fly Me to the Moon also saw lukewarm reactions, while Argylle failed to inspire enthusiasm despite its star-studded cast.
With a reported $250 million production budget, F1 represents Apple Studios’ most significant investment to date. Its upbeat reception comes at a time when mainstream franchise films such as M3GAN 2.0 and Jurassic World: Rebirth are failing to satisfy moviegoers, suggesting a shift in audience preferences. Industry analysts anticipate F1 could double its opening weekend earnings, potentially surpassing $300 million in the coming days and aiming for $500 million or more by the end of its run.
What Could Success for F1 Mean for Apple and Hollywood?
The strong performance of Brad Pitt’s F1 offers Apple an opportunity to recalibrate its approach to theatrical releases after repeated setbacks—including the costly disappointment of Henry Cavill’s Argylle. If box office momentum continues, Apple Studios could build momentum in Hollywood and shift perceptions after a string of underperforming projects. How the company leverages this win may influence its future investment strategy and its willingness to produce large-scale features starring major talents like Joaquin Phoenix, Scarlett Johansson, or Channing Tatum. As Apple’s latest release captivates audiences, both Hollywood and the streaming world are watching closely to see if F1 marks the beginning of a new era for the company in the global box office race.
