Amazon’s “Melania” Faces Sharp Drop in Box Office Earnings Following Strong Opening Weekend
Amazon’s documentary “Melania” experienced a significant box office decline after a promising debut. Following a better-than-expected opening weekend, the film’s revenue plummeted by 67%, accumulating an estimated $2.37 million in its second weekend. The total gross now sits at approximately $13.5 million, with the majority of earnings coming from the U.S. market. Unfortunately, this figure signals a steep hill to climb for Amazon, which invested a substantial $40 million to acquire the film and an additional $35 million for marketing efforts.
Background: The High Stakes of “Melania”
As a documentary centered on First Lady Melania Trump, the film’s production and acquisition costs have led some insiders to question the motivations behind such a hefty investment. A former Amazon film executive publicly speculated whether the price was aimed at “currying favor” with the Trump administration or could be seen as an “outright bribe.” This raised eyebrows in the film industry, adding intrigue to the film’s release.
Current Box Office Performance
Typically, box office numbers decline during Super Bowl weekend, but even so, “Send Help,” the weekend’s leading film, only saw a 47% drop. In contrast, “Melania,” which previously ranked third, now finds itself in ninth place on the charts. This steep decline starkly illustrates the challenges the film faces in sustaining viewer interest.
Amazon’s Response and Audience Reception
In anticipation of questions surrounding the film’s poor performance, Amazon quickly issued a statement from Kevin Wilson, the head of domestic theatrical distribution. He emphasized, “Together, theatrical and streaming represent two distinct value creating moments that amplify the film’s overall impact.” This suggests Amazon may be banking on future streaming revenue to recoup its costs.
Despite its box office struggles, “Melania” has garnered an impressive 99% audience rating on Rotten Tomatoes. This anomaly stands in stark contrast to its universally negative critical reception, prompting the review aggregator to clarify that the audience score was indeed authentic.
Conclusion: The Future of “Melania”
While Amazon’s “Melania” appears destined to fall short of breaking even at the box office, the film’s future may hinge on its performance in the streaming realm. As audiences navigate through mixed reviews, the lingering questions surrounding its production costs and the motivations behind its release will likely continue to stir debate among viewers and industry analysts alike. For further developments on the film or insights into the entertainment industry, stay tuned to Axom Live.
