"After a better-than-expected opening weekend in theaters, box office for Amazon's "Melania" fell 67%, to $2.37 million, in its second weekend. The documentary about First Melania Trump has grossed a total of $13.5 million so far (almost all of that in the United States), which means it's extremely unlikely the film - which Amazon spent $40 million to acquire and $35 million to market - will break even in theaters."
"Moviegoing typically slows during Super Bowl weekend, but the weekend's top film, "Send Help," only declined 47%. And after placing third on the charts last weekend, "Melania" is ninth this time. Perhaps anticipating discussion about the film's decline, Amazon released a statement from its head of domestic theatrical distribution Kevin Wilson, who said, "Together, theatrical and streaming represent two distinct value creating moments that amplify the film's overall impact.""
Melania opened better than expected but experienced a 67% box-office drop to $2.37 million in its second weekend. The documentary has grossed $13.5 million, almost entirely domestically, making theatrical profitability unlikely given Amazon's $40 million acquisition and $35 million marketing spend. A former Amazon film executive questioned whether the purchase price represented currying favor or an outright bribe. Moviegoing typically slows during Super Bowl weekend, yet the weekend's top film declined only 47% while Melania fell to ninth place after ranking third. Amazon emphasized theatrical and streaming as distinct, complementary value moments. Critics were uniformly negative, while audience ratings on Rotten Tomatoes reached 99%.
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