Amazon’s ‘Melania’ Documentary Faces Steep Decline in Second Weekend
Amazon’s documentary Melania, which delves into the life of First Lady Melania Trump, experienced a significant drop in box office earnings during its second weekend. After an opening weekend that exceeded expectations, the film’s revenue plummeted by 67%, bringing in an estimated $2.37 million. This decline positions the documentary’s total earnings at approximately $13.5 million, predominantly from the U.S. market. Given Amazon’s substantial investment—$40 million for acquisition and an additional $35 million for marketing—the film is unlikely to recoup its costs through theatrical releases alone.
Prior to the documentary’s release, skepticism arose regarding Amazon’s hefty expenditure. A former Amazon film executive questioned whether the investment was aimed at currying favor with the Trump administration or could be perceived as an outright bribe. This sentiment underscores the controversy surrounding the project’s financial decisions.
The timing of the film’s release coincided with Super Bowl weekend, a period traditionally associated with decreased movie theater attendance. However, other films managed to fare better; for instance, Send Help, the weekend’s top film, experienced only a 47% decline in box office revenue. In contrast, Melania, which debuted in third place during its opening weekend, fell to ninth place in its second week.
Anticipating discussions about the film’s performance, Amazon’s head of domestic theatrical distribution, Kevin Wilson, released a statement emphasizing the dual value of theatrical and streaming platforms. He stated, Together, theatrical and streaming represent two distinct value-creating moments that amplify the film’s overall impact. This suggests that Amazon is looking beyond box office numbers, potentially banking on the documentary’s performance on its Prime Video streaming service to bolster its success.
Critically, Melania has faced overwhelmingly negative reviews. Despite this, the film boasts a 99% audience rating on Rotten Tomatoes, a score so unexpectedly high that the site issued a statement affirming its authenticity. This disparity between critical reception and audience feedback highlights the polarized views surrounding the documentary.
The documentary’s financial trajectory and reception raise questions about Amazon’s strategic decisions in content acquisition and production. The significant investment in Melania and its subsequent underperformance may prompt the company to reassess its approach to high-profile projects, especially those intertwined with political figures.
Furthermore, the film’s performance could influence Amazon’s future dealings with filmmakers and content creators. The company’s willingness to invest heavily in a project that doesn’t yield expected returns might lead to more cautious financial strategies moving forward.
In the broader context of the streaming wars, Amazon’s experience with Melania underscores the challenges of balancing content quality, audience appeal, and financial viability. As streaming platforms continue to vie for exclusive content to attract subscribers, the lessons learned from this documentary’s performance will likely inform Amazon’s future content strategies.
In conclusion, while Melania offered a glimpse into the life of a prominent public figure, its financial and critical reception suggests that even substantial investments and high-profile subjects do not guarantee success in the competitive entertainment landscape. Amazon’s experience with this documentary may serve as a case study in the complexities of content production and distribution in the modern media era.
