“Melania Faces Box Office Challenges This Weekend”
Melania Trump’s documentary continues to struggle at the box office, encountering significant challenges. In its third weekend, the film experienced a 62.3-percent drop in attendance, as stated by IMDbPro data. This disappointing trend indicates the film may only reach $15.4 million in total gross, far below the $40 million spent by Amazon for acquisition, along with an additional $35 million for marketing.
Documentary Details and Reception
Directed by Brett Ratner, the documentary premiered on January 29 at a Kennedy Center venue that has seen a shift in its political affiliations. Despite the film’s poor theater performance, Amazon MGM distribution chief Kevin Wilson characterized the initial run as a “strong theatrical performance.” He emphasized it would support their distribution strategy and enhance awareness for the eventual streaming release.
Box Office Performance and Future Plans
Last week, the film suffered an even more severe 67-percent decline in ticket sales. Wilson maintained that streaming could counterbalance its unsatisfactory box office results. Plans are in place to recoup costs through advertising and potential increases in Amazon Prime memberships upon its release.
- Box Office Gross: Projected at $15.4 million
- Initial Costs: $40 million acquisition, $35 million marketing
- Drop in Attendance: 62.3% in third weekend
- Streaming Strategy: Planned release on Amazon Prime Video
Exit polls indicate interest in viewing the documentary again on Prime Video. In conjunction with the film, Melania Trump hinted at an upcoming docuseries. This series promises new footage and additional content, further expanding on her story.
Conclusion
With struggling box office numbers, Melania Trump’s documentary faces a challenging landscape. Nevertheless, Amazon remains optimistic, betting on long-term streaming success through strategic releases and continued audience engagement. The combination of theatrical and streaming views is seen as a way to maximize the documentary’s impact, regardless of initial reception.
