TechCapsules

AI-summarised brief · reviewed before publication

Apple's latest film, "F1", is poised to become the company's best-ever theatrical debut, thanks to a strong promotional push and impressive preview numbers. The Brad Pitt-starring film, which follows a race-car driver returning to the Formula One circuit after 30 years, drew $10 million during its first US preview, according to industry tracker Deadline. The film is projected to bring in more than $55 million in its first full weekend, playing at 3,661 theaters. This would mark Apple's best theatrical opening ever, more than doubling the opening of Martin Scorsese's "Killers of the Flower Moon" in 2023, which debuted with $23.2 million. The trailer for the film also made innovative use of iPhone haptics, making the iPhone shake as race cars zoomed by in the trailer. This immersive experience likely contributed to the strong interest in the film, particularly among the 13-24 age demographic. According to Deadline, the film's projected opening matches its strong social media interest, with its trailer attracting 845 million viewers across TikTok, YouTube, Facebook, X, and Instagram. This is 62 percent higher than typical action-adventure opening weekend interest figures. With two other big-budget movies debuting this week, "F1" is expected to face some box-office competition. Sony's post-apocalyptic horror sequel "28 Years Later" is expected to do around $40 million for its opening weekend, while Disney's "Elio" is expected to bring in $31.4 million. Despite the competition, "F1" is projected to make $115 million globally across its opening weekend. Directed by Joseph Kosinski and produced by Jerry Bruckheimer, the film's success is a testament to Apple's growing presence in the film industry.