Amazon’s ‘Melania’ Documentary Struggles at Box Office
Amazon’s documentary featuring First Lady Melania Trump has seen a sharp decline in theater attendance during its second weekend, with box office revenue plummeting 67% to approximately $2.37 million. This performance contrasts with a stronger-than-anticipated debut, signaling a difficult path for the production’s long-term commercial viability.
To date, the film has accumulated a total of $13.5 million, primarily from U.S. markets. Given that Amazon reportedly invested $40 million for the acquisition and an additional $35 million for marketing, industry analysts suggest the project is unlikely to recover its costs through theatrical exhibition alone.
Market Performance and Comparisons
The film’s decline was notably steeper than that of its competition. While the Super Bowl weekend traditionally impacts moviegoing figures, the top-performing film, “Send Help,” experienced a much smaller 47% drop. Meanwhile, “Melania” slid from third place on the charts to ninth.
Before the film’s debut, concerns were raised regarding the high financial stakes involved. A former Amazon executive questioned the motivation behind the investment, suggesting the price tag might be linked to political strategy rather than traditional film acquisition metrics.
Critical Reception vs. Audience Scores
The documentary has polarized audiences and professional reviewers alike:
- Critical Response: The film was met with universally negative reviews from critics.
- Audience Metrics: Conversely, it holds a 99% audience rating on Rotten Tomatoes, a figure so high it prompted the platform to issue a statement confirming the score’s validity.
Addressing the downward trend, Kevin Wilson, Amazon’s head of domestic theatrical distribution, defended the strategy. He stated that the theatrical release and the eventual streaming rollout serve as “two distinct value creating moments that amplify the film’s overall impact.”
Despite this official stance, the steep 67% plunge underscores the challenges Amazon faces as it attempts to balance the film’s high overhead with its current theatrical performance.