“Melania Falls; ‘Send Help’ Tops Glacial Super Bowl Weekend Charts”
Frigid temperatures and the Super Bowl weekend significantly impacted box office revenues across the East Coast and Midwest. With no major studio releases, Sam Raimi’s survival thriller “Send Help” achieved $10 million from 3,475 theaters, marking a 47% decrease from its opening weekend. Meanwhile, the documentary “Melania” fell to the No. 9 position, earning only $2.37 million from 2,003 locations, a staggering 67% decline in ticket sales.
Box Office Performance Overview
Super Bowl weekend typically halts box office activity, and this year’s total revenue reached around $60 million according to Comscore. While this amount surpasses the record of $38.9 million set in 2024, it remains significantly lower than the pre-pandemic averages of $75 million to $85 million. “Send Help” has accumulated a domestic total of $35.8 million and has grossed $17.9 million internationally, bringing its worldwide total to $53.7 million.
The horror film’s production budget was $40 million, and its success in word-of-mouth marketing is essential for maintaining its run through winter. In contrast, “Melania” has made $13.35 million over two weekends—a respectable sum for a documentary. However, this film comes with historical production expenses; Amazon MGM invested $40 million to acquire the film and an additional $35 million on marketing.
Challenges for Documentaries
The high investment in “Melania” has raised eyebrows in the industry, with some speculating on Amazon MGM’s motivations. Kevin Wilson, head of domestic theatrical distribution at Amazon MGM, expressed optimism about the film’s performance. He highlighted the significance of both theatrical and streaming releases in creating long-term value.
Top Box Office Releases
- 1. Send Help – $10 million (3,475 theaters)
- 2. Solo Mio – $7.2 million (3,052 theaters)
- 3. Iron Lung – $6.2 million (2,930 theaters)
- 4. Stray Kids: The Dominate Experience – $5.5 million (1,724 theaters)
- 5. Dracula – $4.5 million (2,050 theaters)
“Solo Mio,” a romantic comedy, brought in $7.2 million, benefiting from positive audience feedback. The film has an “A-” CinemaScore and an 81% approval rating on Rotten Tomatoes. Meanwhile, “Stray Kids: The Dominate Experience,” a documentary about the K-pop band, garnered a solid $5.5 million, contributing to a global total of $19.1 million after a successful international rollout.
Looking Ahead
As the box office prepares for five new film releases next weekend, including “Wuthering Heights” and “GOAT,” there is hope for an upward trend. Movie theater operators are optimistic that 2026 will mark a significant recovery for the industry after a slow start to the year. Overall, the Super Bowl weekend established a challenging environment for cinema, but opportunities for growth lie ahead.
