The Amazon-produced documentary “Melania” faced a sharp decline in its second weekend, with box office receipts plummeting 67% to an estimated $2.37 million. Despite a promising theatrical debut, the film has struggled to maintain momentum, signaling significant financial headwinds for the studio.
Financial Hurdles and Stalled Revenue
To date, the documentary detailing the life of First Lady Melania Trump has grossed a total of $13.5 million, primarily from the domestic market. These figures place the project in a precarious financial position. Given that Amazon invested $40 million to acquire the film and an additional $35 million in marketing, the documentary is now considered highly unlikely to break even through theatrical distribution alone.
Industry Skepticism and Performance Trends
The project has been mired in controversy since its inception. Prior to its release, a former Amazon film executive publicly questioned the hefty price tag, suggesting the investment could be interpreted as an attempt to curry favor with the Trump administration.
Performance metrics further underscore the film’s struggle. While moviegoing typically dips during the Super Bowl weekend, the chart-topping film “Send Help” saw a much more modest decline of 47%. Conversely, “Melania” slid from third place last weekend to ninth in the current rankings, marking a steep drop-off.
Amazon’s Strategy Amidst Polarized Reception
Addressing the performance concerns, Kevin Wilson, Amazon’s head of domestic theatrical distribution, defended the project’s multi-platform approach. Wilson stated, “Together, theatrical and streaming represent two distinct value-creating moments that amplify the film’s overall impact.”
The film remains a polarizing subject. While it has garnered universally negative reviews from professional critics, it simultaneously holds a 99% audience rating on Rotten Tomatoes. The discrepancy was so pronounced that the platform issued an official statement to verify the authenticity of the audience score.
For a complete breakdown of the film’s reach, more data can be found at Box Office Mojo.