On Track to Virality

Formula One is all the buzz currently as F1: The Movie drives interest from various quarters

- Sreya Deb

Roaring through Indian cinemas, and certainly leaving its metaphorical tire marks on the audiences, F1: The Movie is running in theaters now for the second consecutive week. The Brad Pitt-starrer, with decorated British racecar driver Lewis Hamilton’s producing credit, has hooked audiences from the starting line itself. Formula 1 had and continues to have a very niche audience in India, but is gaining in virality. While the movie has received mixed reviews, the turnout in theaters reflects the collective Indian curiosity toward this sport.

Decoding the F1 Frenzy

The pervasiveness of the film is evident across mediums and platforms. Even before the release of the film, two new characters were added to Electronic Arts’ (EA) F1 game starting May 30, both fictional. The players can choose from a roster of 22 drivers instead of 20, with the additions of Sonny Hayes and Joshua Pearce, fictional characters playing rivals in the film.