“‘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.”

This week, Apple quietly took advantage of that trust. To promote its upcoming movie release, F1: The Movie, the company sent iPhone users a push notification through the Wallet app offering $10 off two or more tickets when purchased with Apple Pay on Fandango.