02.07.2025 10:28

Apple's Formula 1 film, starring Brad Pitt, achieved a phenomenal global box office opening weekend, grossing $144 million. This impressive figure, exceeding both domestic and international charts with a $55.6 million domestic take, marks Apple's first true blockbuster success, surpassing previous, more modestly budgeted films and outright failures. The studio's substantial investment, estimated at up to $300 million for production and marketing, clearly paid off, capitalizing on Pitt's star power, a targeted global marketing campaign, and the already significant buzz surrounding Formula 1, fueled in no small part by its Netflix series.


The film's success, however, comes with a controversial element. Apple aggressively promoted the movie across its ecosystem, utilizing iPhone notifications, Apple Maps integration, and even a haptic trailer. This seamless integration, while showcasing impressive technological synergy, raised serious concerns amongst critics regarding user privacy and the potential for intrusive advertising within Apple Wallet. A push notification offering a $10 Fandango discount sparked widespread backlash online, with accusations of "scummy" tactics and comparisons to Apple's previous ill-received U2 album promotion. The controversy highlights a critical challenge for Apple: maintaining its brand image while aggressively monetizing its platform.


Formula 1's involvement with cryptocurrency further complicates the picture. The film prominently features Crypto.com branding, reflecting the sport's early and significant embrace of blockchain technology. Crypto.com's substantial $100 million sponsorship deal with Formula 1 in 2021, the sport’s first such partnership, set a precedent, laying the groundwork for further collaborations involving NFTs, fan tokens, and blockchain-related initiatives through the 2024-27 season. This ongoing relationship, visible throughout the movie, showcases Formula 1's ongoing experimentation and engagement within the Web3 space.