Marketing Masterclass: How the F1 Movie Made Headlines

Formula 1 is on a larger scale than it has ever been, and it’s mainly due to effective marketing. With countries all over the globe featuring races, there is something for everyone to enjoy. This year, the F1 movie will be a major turning point for the sport, with mainstream celebrities and driver cameos.

The film first got its title in 2024, and since then, it has been on a massive promotional run. With major stars such as Brad Pitt, Damson Idris, and Javier Bardem, there is no doubt that the film will draw a large turnout.

The film poster for F1: the film starring Brad Pitt. Courtesy of Formula1.com.

The hype for the movie built up even before the press tour, as it was actively being filmed on location during the 2024-2025 F1 seasons. After watching a race, it was highly likely that fans would witness Brad Pitt on track filming a scene.

No other motorsports movie has been as deeply ingrained in the actual sport as this one, and it could be the beginning of how similar films will be made from now on. Not only are there big-name actors featured, but also the drivers themselves.

It’s unknown how big their roles are, but it’s a very cool feature to see the real drivers on screen, which gives it a more realistic feel. With a new fictional team, APX GP has aimed to mirror the real teams, while also creating a storyline fit for a wide audience.

The film features the real-life Formula 1 drivers, creating an immersive experience. Courtesy of SBNation.com.

In addition to featuring in the film, Ferrari driver Lewis Hamilton serves as one of the producers. Even those who aren’t aware of the sport know who Hamilton is, and his involvement in the making of the film showcases how he has transcended being just a motorsports driver.

The storyline will mainly follow Brad Pitt, who stars as Sonny Hayes, as he returns to racing and attempts to redeem his success. Alongside Joshua Pearce, played by Damson Idris, the two teammates will have to navigate a struggling team that needs to rise to the top.

It seems as though the rivalry of teammates in the real-life sport will also translate to the screen, as the clips released point to conflict between the two APX drivers. This is nothing new for seasoned F1 drivers, as it’s well known that a driver’s biggest rival is their teammate.

There have been multiple promotions for the F1 movie, but perhaps one of the coolest is featured on Apple Maps. At the Monaco circuit, the cars, as well as a promotional billboard for the film, can be seen by zooming in on the race location.

Apple brought a custom F1 experience to Maps during the Monaco Grand Prix. Courtesy of Apple.com.

It’s a small feature, but fans noticed, and something so simple shows how intentional the filmmakers are being. It may not be a completely realistic picture of the sport due to making it entertaining for viewers, but the promo run seems to be aiming to excite the fans of the sport.

The trailer for the film was dropped in March, building the excitement for the next few months until the film’s release. Now, with only a handful of days left until the release, the moment fans have been waiting for is about to come. 

The promotional run of this film opens the doors of possibility for how a sports film should be advertised, as well as other films in general. The excitement for F1, the movie, is high, and it doesn’t seem to be dwindling as the days get closer. 

The F1 movie premieres on June 25 and has a special European premiere in London on June 23, ahead of the global release.

Edited by Reese Dlabach