F1 Movie Deal: Get Half-Price Popcorn with Apple Pay!

Following the interactive trailer that utilized the iPhone’s Taptic Engine to simulate the vibrations of race cars, Apple has launched another inventive promotion to ensure a strong box office debut for its movie F1 on Wednesday, June 25. Through July 8, purchasing a movie ticket at a Pathé cinema includes a QR Code that grants a 50% discount on a popcorn purchase (salted, sweet, or limited edition) at the venue. This strategy not only helps promote the film but also Apple’s exclusive payment services.

Despite its modest experience in filmmaking, Apple is aiming for its first major commercial success with F1, following the less successful outcomes of Napoleon, Killers of the Flower Moon, and Argylle. With a high production cost estimated between $200 million and $300 million, Apple cannot rely solely on Apple TV+ subscriptions for profitability and is counting on theatrical exclusivity to attract audiences before eventually streaming the film online. The release date for the film on Apple’s streaming service remains undisclosed. For France, however, the release strategy is less significant since the film, being shown in theaters, is automatically subject to media chronology laws, which require Apple to wait at least 17 months.