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Ensenada, Baja California — Baja California’s iconic off-road racing culture has just earned a prominent mention in one of the most anticipated films of the year, F1: The Movie, starring Hollywood legend Brad Pitt. Currently topping global box office charts, the film introduces the legendary SCORE Baja 1000 and Ensenada to an international audience, providing unprecedented promotional visibility for the region known as the “Off-Road Capital of the World.”
The storyline follows veteran Formula 1 driver Sonny Hayes (played by Pitt), who is lured by the raw challenge of desert racing as he contemplates entering the Baja 1000 in pursuit of a new professional thrill. Though Hayes ultimately returns to the high-speed world of F1, his fascination with off-road racing remains central to the plot. He sets his sights on competing in the elite Class 1 division of the SCORE Baja 1000—a race often dubbed the “Super Bowl” of Off-Road Racing.
Ensenada’s direct mention in the film reinforces its importance not only in the racing world but also in pop culture. The city proudly hosts three out of the four annual races that make up SCORE International’s Desert World Championship, making it a year-round destination for racing enthusiasts from across the globe.
For Baja California’s tourism officials, this cinematic spotlight represents more than just a name-drop—it’s a golden opportunity to further elevate the region’s reputation as a premier destination for adventure tourism. State Secretary of Tourism Miguel Aguíñiga Rodríguez highlighted the strategic value of the film’s global reach, stating that it validates Baja California’s standing as a world-class adventure locale and positions the state to attract new demographics of travelers and motorsport fans.
“The presence of Baja California in a film of this magnitude confirms the international allure of our state,” said Aguíñiga. “It’s a powerful platform to showcase the authenticity and excitement that define our region.”
With millions of moviegoers now exposed to the mystique and intensity of the Baja 1000, Ensenada and the greater Baja California area are poised to see a surge in interest from tourists and motorsport fans alike. The race—celebrated for its rugged terrain, demanding conditions, and electric atmosphere—has long drawn competitors from around the world, and its inclusion in a Hollywood production solidifies its mythic status in global racing lore.
Beyond the silver screen, Baja California continues to shine on its own terms, hosting thousands of visitors annually who come to experience the raw, unfiltered excitement of off-road racing, local cuisine, and stunning Pacific coast landscapes.
As F1: The Movie races through cinemas worldwide, Baja California takes center stage—not just as a film location, but as a living, breathing icon of adventure. With Brad Pitt’s endorsement (even fictional), Ensenada is ready for its close-up.