Amazon’s “Melania” Documentary Stumbles in Second Weekend at the Box Office
After a surprisingly strong debut, Amazon’s documentary, “Melania,” experienced a significant downturn in its second theatrical run, with box office receipts plummeting by an estimated 67%. The film garnered just $2.37 million over the weekend, raising further questions about its financial viability given the substantial investment made by the tech giant.
A Steep Decline in Theaters
The initial enthusiasm for “Melania” appears to have waned considerably. While its opening weekend surpassed expectations, the subsequent drop marks a challenging path forward for the film’s theatrical ambitions.
The Numbers Game: A Tough Second Weekend
The 67% decline is a stark figure, bringing the documentary’s total cumulative gross to approximately $13.5 million. The vast majority of this revenue has been generated within the United States. This performance contrasts sharply with other films in the market; for instance, the weekend’s top earner, “Send Help,” only saw a 47% dip, despite the general slowdown in moviegoing typically associated with Super Bowl weekend. “Melania” also slid from a respectable third position on the charts in its opening weekend to ninth place, signaling a rapid loss of momentum.
The High Cost of “Melania”: An Uphill Battle for Profitability
The financial picture becomes even more complex when considering Amazon’s considerable outlay. The company reportedly spent an astonishing $40 million to acquire the documentary, with an additional $35 million allocated for its marketing campaign. With a total investment nearing $75 million, the current box office performance makes it highly improbable that the film will break even through its theatrical release alone.
Controversy and Company Response
The film’s hefty price tag has not gone unnoticed, drawing scrutiny and prompting Amazon to address its strategy.
Questioning the Acquisition: A Cloud of Speculation
Prior to “Melania”‘s release, the substantial sum Amazon paid for the documentary sparked considerable debate. A former Amazon film executive openly questioned the acquisition price, suggesting it could be interpreted as nothing less than an attempt at “currying favor” with the Trump administration or even an “outright bribe.” Such speculation casts a shadow over the commercial rationale behind the investment.
Amazon’s Strategic Reassurance
Perhaps anticipating discussions surrounding the film’s declining theatrical performance, Amazon’s head of domestic theatrical distribution, Kevin Wilson, released a statement. Wilson emphasized that “Together, theatrical and streaming represent two distinct value creating moments that amplify the film’s overall impact.” This statement suggests a broader strategy at play, positioning the theatrical run as just one component of the film’s overall lifecycle and value proposition within Amazon’s ecosystem.
Critical Backlash Versus Audience Enthusiasm
Adding another layer of intrigue to “Melania”‘s journey is the remarkably polarized reception it has received.
A Chasm in Reception: Critics vs. Audiences
On one hand, professional film critics delivered an almost universally negative assessment of the documentary. Reviews were scathing, highlighting significant flaws in execution and perspective. On the other hand, the film boasts an extraordinary 99% audience rating on Rotten Tomatoes. This immense disparity in opinion was so pronounced that the popular review aggregation site found it necessary to issue a public statement confirming the authenticity of the audience score, underscoring the perplexing dichotomy in how the film was perceived by different groups.