“‘F1’ is going to be Apple’s biggest release at the box office by far,” says David A. Gross, who runs the FranchiseRe movie consulting firm. “This film looks like the successful business model Apple has envisioned and wanted to execute for several years.”

As Formula 1 continues to have discussions about the future of its U.S. media rights, the racing property is hoping the strong opening for a new feature film starring Brad Pitt may be just the thing to help push those talks over the finish line.