NFL
By: Rick O’Donnell
Apple is no doubt riding high after what seems to be their first box office success. F1: The Movie has had a decent run at the box office. While most people will point out that breaking even at the box office shouldn’t be considered a success, today’s standards for success are a bit different. Movies used to blow their break-even figures out of the water or risk being labelled a “bomb”. With streaming being the preferred method for most audiences, studios will settle for breaking even.
So now that F1 appears to be closing in on that magic number (whatever it may be), Apple has to be happy with it’s run, especially having to now compete with another Jurassic World movie, the word of mouth that is carrying Superman to a fan favorite, and the MCU’s first real run at the Fantastic 4 in their shared universe. Breaking even what that competition is, an uphill battle in today’s cinema landscape.
So while they might be thinking of mashing the gas on a follow-up, maybe it would be wise to pump the brakes a bit on a sequel. First and foremost, let the movie have some legs on streaming. It’s a top-tier project that could bring some new eyes to your Apple TV+ streaming service. Eventually, you’ll have to start building your library of exclusives. Apple has enjoyed some success in the eyes of critics for its shows and a small handful of movies, but F1 stands out as a true “blockbuster” movie.
Then, of course, there’s an opportunity to do something no other streamer can do right now. Apple is a tech company, and instead of rushing into a sequel, they can market F1 with some of their products, specifically their Vision Pro headset. Once the movie hits its stride on their streaming platform, why wouldn’t they invest in a way to make an immersive experience with their AR/VR product specific to Formula 1 that most people pay to do on vacations?
They’re also in heavy talks to acquire streaming rights for F1, the sport itself. Right now, the rumors say that they’re leading the pack in a bid to land it for their streaming package. They have a marketing opportunity that could lead to bigger and better things that, if planned right, would set up a sequel much better.
If Apple can get crafty enough, they can acquire the rights to F1 to air on streaming, have interactive events on race day, and build working relationships with the companies that are in the inner workings of F1 racing, the potential for a sequel and fan interest would grow so much larger. They already left the door open for a sequel, but that doesn’t mean they have to jump right back into it. Build your platform and bring in a whole new audience once you’ve slow-played the sequel. If they develop an F1: The Movie sequel 3 years down the road, with the wind at their backs, chances are a sequel could do much larger numbers.
