When a studio sets out to make a movie, the logic should be simple: spend modestly, earn big. But Apple’s latest cinematic detour with F1—a racing drama starring Brad Pitt—is a reminder that Hollywood still hasn’t mastered that math.

F1 has now become the highest-grossing original film of the year… with a box office haul of just $410 million. That might sound like a win until you realize the budget was reportedly $250 million, with some estimates ballooning closer to $300 million—and that’s before adding “significant marketing costs.” What marketing, exactly? The speaker hasn’t seen a single trailer, ad, or even whisper of the film’s existence in mainstream promo channels.

Let’s break this down. It’s a racing movie. Not Avatar. Not a CGI-heavy space opera. A film that, in theory, shouldn’t need hundreds of millions in digital effects. Yet here we are.

Brad Pitt remains a respectable name in film, but is he still a box office draw worth that kind of paycheck? The speaker raises the very real question: Could this movie have been made for hundreds of millions less without him? Probably.

And this isn’t an isolated incident. The pattern continues with big studio releases that “make” hundreds of millions and still somehow lose money. Quantum Mania, The Marvels, Thunderbolts—all examples of massive box office totals paired with even more massive losses.

Apple, flush with iPhone profits, seems to be treating its streaming service like a tax write-off. Movies like Napoleon appeared in theaters for a blink before heading to streaming, making one wonder: Why would anyone pay to see these in theaters if they’ll be online in a week?

Bottom line? F1 is the most profitable original movie of the year. And still, it’s a disaster. The math doesn’t add up—but then again, neither does most budgets today. 

World War Joe