News - Amazon's 'Melania' Struggles at the Box Office

Amazon's documentary film 'Melania', focused on First Lady Melania Trump, faced a significant decline in box office earnings during its second weekend, with a 67% drop to an estimated $2.37 million. This performance brings the film's total gross to $13.5 million, primarily from the U.S., presenting a challenge in recovering its considerable $75 million investment in acquisition and marketing. Gary Wilson, head of Amazon's domestic theatrical distribution, highlighted the strategic advantages of combining theatrical and streaming releases to enhance the film's reach and impact. Despite its rocky start and critical disapproval, 'Melania' surprisingly maintains a 99% audience approval rating on Rotten Tomatoes, leading the site to confirm the authenticity of this score. Amazon's pricing strategy and the rationale behind such a significant expenditure have been questioned by industry insiders, with some speculating potential political motivations linked to former President Trump's administration. Comparatively, the film's release coincided with Super Bowl weekend, a period traditionally marked by low box office activity; however, the weekend's leading film, 'Send Help,' only experienced a 47% drop in earnings. Amazon continues to explore the dual opportunities presented by theatrical releases and digital streaming, aiming to derive long-term value and audience engagement from its cinematic projects. Despite the current financial challenges associated with 'Melania,' the film's unexpected audience reception remains a topic of industry discussion.