Following a strong debut in theaters, Amazon’s documentary “Melania” saw a sharp 67% drop in box office revenue to an estimated $2.37 million in its second weekend.
The film, centered around First Lady Melania Trump, has raked in a total of $13.5 million, primarily in the United States. Despite Amazon’s hefty investment of $40 million for acquisition and $35 million for marketing, it’s doubtful that the film will break even at the box office.
Prior to the release of “Melania,” concerns were raised about the exorbitant price tag, with speculations of ulterior motives such as influencing the Trump administration or bribery. The movie industry typically experiences a slowdown during the Super Bowl weekend, yet the top film, “Send Help,” only saw a 47% decline in revenue. “Melania,” which ranked third in the previous weekend, now sits at ninth place on the charts.
In light of the film’s declining performance, Amazon’s head of domestic theatrical distribution, Kevin Wilson, emphasized the dual value of theatrical screenings and streaming services in enhancing the overall impact of the movie. Despite receiving overwhelmingly negative reviews from critics, “Melania” managed to secure an impressive 99% audience rating on Rotten Tomatoes, prompting the site to defend the authenticity of the score amidst skepticism.
