Opening Weekend Performance
The documentary about former First Lady Melania Trump opened to a better‑than‑expected $7.2 million domestic gross, placing it among the top‑ten releases of the weekend.
Second‑Weekend Slump
In its second weekend, the film’s earnings plummeted 67% to an estimated $2.37 million, pushing it down to the ninth spot on the box‑office chart.
Financial Outlook
Amazon invested $40 million to acquire the film and an additional $35 million for marketing, totaling $75 million in costs. To date, “Melania” has earned roughly $13.5 million, almost entirely from U.S. theaters, making it highly unlikely to break even.
- Total acquisition and marketing spend: $75 million
- Domestic gross to date: $13.5 million
- Required additional revenue to break even: >$60 million
Industry Context
Box‑office traffic typically slows during Super Bowl weekend, yet the weekend’s top film, “Send Help,” declined only 47%. The sharper drop for “Melania” underscores its weak hold despite the seasonal dip.
Critical Reception vs. Audience Score
Critics panned the documentary, delivering universally negative reviews. Paradoxically, the audience rating on Rotten Tomatoes sits at 99%, prompting the site to issue a statement confirming the authenticity of the score.
Amazon’s Response
Kevin Wilson, head of domestic theatrical distribution for Amazon, released a statement emphasizing the synergy between theatrical and streaming platforms: “Together, theatrical and streaming represent two distinct value‑creating moments that amplify the film’s overall impact.”