Despite the apparent success during its opening weekend, “Melania” grossed about $2.4 million in 2,003 theaters across North America, a 67% drop compared to its opening numbers.
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Amazon’s head of distribution, Kevin Wilson, released a statement on Saturday (7) praising the documentary’s “strong theatrical performance.”
He described the box office decline as “an early critical moment that validates our holistic distribution strategy, builds awareness, engagement, and provides momentum ahead of the film’s eventual premiere on Prime Video.”
The expectation is that the film will close its second weekend with a domestic total of $13.4 million, which would be a historic mark for a documentary.
However, Amazon MGM Studios reportedly spent $40 million to acquire the rights to the film and another $35 million on marketing, making it very difficult to recover the investment through box office revenue alone.
“Together, theatrical and streaming represent two distinct moments of value creation that expand the film’s overall impact,” Wilson said, adding that audiences may be interested in watching the documentary again on Prime Video.
The drop in the documentary’s earnings may be linked to the Super Bowl, which usually slows down movie theater attendance.
“Melania” shows in detail the life of the U.S. First Lady twenty days before her husband, Donald Trump, takes office to begin his second term.
Photos: Instagram @melaniatrump. This content was created with the help of AI and reviewed by the editorial team.
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