Why is F1 banking so much on the release of its new film?

Interviews, excerpts, a private screening and now a parade on the Red Bull Ring, the Formula 1 is thinking big for the promotion of his new film. First announced three years ago and soberly titled "F1", it will be released in theaters on June 25 in France. Despite a style "very Hollywood", according to the pilots themselves, who had access to a private screening on the sidelines of the Monaco Grand Prix, F1 makes it an essential tool for promoting the sport.

Although it is indeed a work of fiction, this film aims to immerse viewers in the heart of Grand Prix racing. To achieve this, F1 opened its doors to a film crew, led by Joseph Kosinski, the director of "Top Gun: Maverick." Present on the grid alongside the sport's big names, Brad Pitt and Damson Idris, the drivers of the fictional APXGP team, blended into the scenery of the premier class. The day after the Abu Dhabi Grand Prix, they even drove alongside George Russell and Charles Leclerc, in order to maximize the realism effect.

Such access to the microcosm of F1 was undoubtedly favored by the position of co-producer of Lewis HamiltonThe seven-time world champion followed the project from the writing phase, and then got involved in the filming. "The access we have had to Formula 1 is unprecedented., he rejoices. We filmed on race weekends with the 11th team, APXGP, and you will find this authenticity in the film..

Unlimited promotion

As the film's release approaches, F1 is multiplying its promotional channels for its film. In Austria, it has planned a "Parade of Legends", in order to honor legendary cars from the big screen. The models will be varied: from the Ferrari 312T2 driven by Niki Lauda in 1976 at theAston Martin James Bond's DB5, played by Sean Connery, to the famous APXGP. The latter, the star of the film, has a chassis Formula 2 but a modified body, on which Mercedes worked to give it a modern F1 look.

For future APXGP fans, the car is already usable in the new official F1 video game, which will also feature scenarios from the film. This is another sign that every tool is good for showcasing the film. In the "Latest" section of the official Formula 1 website, the feature film is the first topic highlighted, overriding sports news.

By doing so, isn't F1 running the risk of alienating its fan base? If they're expecting a realistic look at the heart of the paddocks, they'll inevitably be disappointed. This film is, above all, a work of fiction, where the spectacular side frequently takes precedence over realism. Nevertheless, if this is the best way to continue growing the sport, shouldn't we be happy about it? "I think it will take the sport into another dimension, hoped Isack Hadjar after discovering the film. I think if you're a kid or someone who doesn't know F1, this is the best way to discover the sport.".

What is F1 really trying to achieve with this film?

The Netflix series about Formula 1 has opened up new horizons. It has attracted a younger, more female, and, above all, a broader audience. Does F1 think it can expand its reach even further? At least, that's what this film and the promotion surrounding it suggest. “It’s an incredible opportunity to dive into our universe through a Hollywood film, assured Pierre Gasly. Personally, I'm a huge Brad Pitt fan, and he really brings out the best in us all as F1 drivers. And I think the production team did a fantastic job... I really hope people outside will enjoy it.".

While Netflix has been a unique springboard for millions of new fans, cinema should allow it to reach an even wider audience. Through television and social media ads, as well as street posters, F1 hopes to attract a large number of curious viewers to theaters. The goal will then be to convert the potential enthusiasm: F1's audience in the coming months and even years will be closely scrutinized, as will the evolution of the audience.

If it attracts the largest number of viewers to theaters, this film will undoubtedly answer a simple question: can Formula 1's fan base be further expanded? However, F1 must be careful not to lose some of its loyal fans along the way by giving too much space to spectacle. "I think they've managed to find a good balance, to be honest.", reassured Alex Albon. For a Hollywood film, and compared to what we do in our sport, I think they did a good job.". Enthusiasts will be able to judge it from June 25.

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