After an initial flicker of promise, Amazon’s highly anticipated documentary, “Melania,” has experienced a dramatic downturn at the box office in its second weekend, raising significant questions about its theatrical viability and the substantial investment behind it.
A Steep Decline After a Promising Start
Following a debut that surpassed initial expectations, the documentary centered on former First Lady Melania Trump saw its box office receipts plummet by a staggering 67% in its second weekend. The film garnered an estimated $2.37 million, bringing its total domestic gross to $13.5 million. This sharp drop is particularly concerning given the film’s hefty price tag and its rapid descent from third to ninth place on the charts.
Financial Woes and Whispers of Controversy
Amazon reportedly spent an eye-watering $40 million to acquire “Melania” and an additional $35 million on marketing, totaling a colossal $75 million investment. With its current theatrical performance, the documentary is now considered highly unlikely to break even through cinema screenings alone. The financial commitment even drew pre-release scrutiny, with a former Amazon film executive publicly questioning whether the acquisition price was motivated by anything other than “currying favor” with the Trump administration or “an outright bribe.”
The film’s performance contrasts sharply with other releases during Super Bowl weekend, a period typically known for slower moviegoing. While the weekend’s top film, “Send Help,” saw a 47% decline, “Melania”‘s 67% fall is considerably steeper, highlighting a potential lack of sustained audience interest.
Amazon’s Stance and Divergent Receptions
Anticipating the inevitable discussion surrounding the film’s decline, Amazon released a statement from Kevin Wilson, its head of domestic theatrical distribution. Wilson asserted, “Together, theatrical and streaming represent two distinct value creating moments that amplify the film’s overall impact,” suggesting a long-term strategy beyond initial box office numbers and hinting at the film’s future on Amazon’s streaming platform.
Adding to the film’s complex narrative is the stark contrast in its reception. Critically, “Melania” has been met with universally negative reviews. Yet, on Rotten Tomatoes, it boasts an astonishing 99% audience rating – a score so high that the platform felt compelled to issue a statement confirming its authenticity, highlighting a significant disconnect between professional critics and the general public’s perception.
The Road Ahead for ‘Melania’
As “Melania” navigates its theatrical run, its journey underscores the unpredictable nature of documentary filmmaking, especially when intertwined with high-profile political figures and substantial corporate investment. The film’s ultimate success, as Amazon suggests, may well hinge on its performance and impact across various platforms, extending beyond the traditional box office metrics.
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