Donald Trump has consistently demonstrated a knack for creating a façade of triumph amid actual setbacks. Whether through dubious right-wing polls or fabricated financial figures that seem to materialize from thin air, his ability to craft an illusion of success has become a hallmark of his public persona.
The Super Bowl weekend, notoriously one of the slowest periods for movie theaters, typically sees the film industry sidelined as studios pivot to using the event as a launchpad for advertising summer blockbusters and future releases.
Despite this predictable trend, Jeff Bezos boldly escalated the release of “Melania,” thrusting it into the spotlight on 2,000 screens nationwide. The outcome? A staggering 67% decline in box office receipts.
“Melania,” produced by Amazon MGM, expanded to 300 additional theaters in its second weekend but plunged to $2.4 million in ticket sales, reflecting a 67% drop from its much-anticipated debut. This steep decline suggests that the Brett Ratner-directed documentary may be heading toward flop territory, especially considering its hefty price tag. Amazon MGM invested $40 million for the film rights, alongside an additional $35 million for marketing.
The North American gross for “Melania” now stands at $13.4 million. Although Amazon MGM has yet to disclose international earnings, they are expected to be minimal.
Kevin Wilson, head of domestic distribution for the studio, remarked that the film’s box office performance “is a critical first moment that validates our holistic distribution strategy, building awareness, engagement, and providing momentum ahead of the film’s eventual debut on Prime Video.”
