Get ready, Brad Pitt is back on the big screen, and this time he’s driving.
Apple Original Films and Warner Bros. are gearing up for the worldwide release of “F1,” a high-stakes racing drama directed by Joseph Kosinski (Top Gun: Maverick), with global IMAX premieres set across 78 countries. Early projections suggest an explosive opening, with over $115 million expected in first-weekend earnings and momentum that could push the film past $500 million in global box office revenue.
Taking place in the high-speed atmosphere of Formula 1, Pitt’s return to the track for a high-stakes comeback arc is depicted in the film as he mentors a rookie. But it’s not just the storyline that’s drawing buzz; it’s the cinematic scale, shot in real F1 circuits using IMAX-certified cameras, promising a visceral, trackside experience.
From a digital marketing standpoint, the rollout is every bit as turbocharged. Apple is leading with an IMAX-first social campaign, releasing 15-second teaser clips that highlight Pitt weaving through real F1 traffic at race-day speeds. These have taken over Instagram Reels, TikTok, and YouTube Shorts, capturing millions of views and sparking a wave of fan-made edits under the hashtag #F1Movie.
To deepen audience connection, Instagram Live Q&As are planned with cast members and director Kosinski. The film will feature behind-the-scenes footage, on-set anecdotes, and insight into how Apple managed to achieve its track-level authenticity, which viewers will be privy to. The goal: build intimacy around the film’s characters and stunt-heavy production while keeping the conversation going across global fan communities.
Apple Pay users are also getting special treatment. In a savvy cross-platform promo, fans who purchase tickets using Apple Pay can unlock early access seating, exclusive digital posters, and bonus behind-the-scenes content, a seamless blend of product integration and fan reward.
With geographic-specific ads in key F1 cities like London, Melbourne, and Singapore, promoting local screenings, influencer previews, and premium seating offers, targeted marketing has taken the fastest lane. The strategy not only taps into regional fandom but also mirrors the sport’s global, city-to-city thrill.
Apple and Warner Bros. were both involved before the release and have leaned into press release distribution, ensuring the film’s global footprint and tech-forward marketing receive ample media attention. Using specialized press release services, the companies issued a pre-launch announcement headlined: Apple and Warner Bros. Launch F1 Epic with Brad Pitt: IMAX Premieres in 78 Markets.” The release included revenue forecasts, cast remarks about the film’s scale, and how the project will change the sports movie genre.
“From the very beginning, this film was about capturing the speed, scale, and soul of F1,” said Kosinski, the film’s director, in a statement that accompanied the announcement.
Once the film premieres, follow-up announcements are already in motion. These will cover box office milestones, critical reviews, and social engagement stats. If projections hold, “F1” may become the highest-grossing sports film ever, eclipsing benchmarks set by earlier Formula 1 documentaries and biopics.
And as Apple plans for a streaming release on Apple TV+ later this year, the film is expected to live on as a hybrid success, one that merges blockbuster appeal with tech-enabled distribution, audience rewards, and marketing precision.
In a summer packed with sequels and franchise fare, “F1” feels like the rare original that has managed to hit top gear early and shows no signs of slowing down.
