Amazon’s “Melania” Box Office Plunges 67% in Second Weekend
Following a strong opening weekend in theaters, Amazon’s documentary “Melania” saw a significant drop in box office revenue, plummeting 67% to an estimated $2.37 million in its second weekend.
The film, which explores the life of First Lady Melania Trump, has grossed a total of $13.5 million to date, with the majority of earnings coming from the United States. Despite Amazon’s hefty investment of $40 million for acquisition and $35 million for marketing, it seems unlikely that “Melania” will break even in theaters.
Prior to the film’s release, a former Amazon film executive raised questions about the high price tag, suggesting it may have been influenced by motives such as favoritism towards the Trump administration or even bribery.
While movie attendance typically dips during Super Bowl weekend, “Melania” experienced a steeper decline compared to other films, dropping from third to ninth place in the box office rankings. In contrast, the weekend’s top film, “Send Help,” only saw a 47% decrease in revenue.
In response to the film’s performance, Amazon’s head of domestic theatrical distribution, Kevin Wilson, emphasized the value of both theatrical releases and streaming platforms in maximizing a film’s impact.
Despite receiving overwhelmingly negative reviews from critics, “Melania” garnered a remarkable 99% audience rating on Rotten Tomatoes. The disparity between critic and audience reception prompted the site to defend the authenticity of the high audience score.
