The news: Apple's “F1: The Movie” is the company's first theatrical hit following previous box office failures like “Argylle,” “Napoleon,” and “Fly Me to the Moon.”

• Buoyed by strong reviews—a 97% audience score on Rotten Tomatoes and Cinemascore of A—the film made $144 million over three days, $55.6 million in the US and $88.4 million abroad.
• The film starring Brad Pitt benefited from Apple's unorthodox marketing strategies, such as Apple TV+ home screen takeovers, Apple Pay push notifications, and a discount campaign connected to Apple's WWDC event. With Pitt achieving 180 mph on actual Formula One circuits while shooting, the film's realism was a big lure.

Performance was aided by IMAX formats; premium screenings generated $27.7 million worldwide and 55% of domestic ticket sales, confirming Apple's emphasis on upscale cinematic experiences. Younger audiences still drive most moviegoing, particularly in immersive formats like 3D and IMAX.

Yes, but: The road to profitability is still steep, though, as “F1” had a production budget of over $250 million and additional promotional expenses that might have exceeded $100 million.