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Amazon’s ‘Melania’ documentary makes $7M on opening weekend
Amazon's documentary 'Melania' made $7.04 million in its opening weekend, exceeding expectations, though it is unlikely to be profitable after its $40 million acquisition and $35 million marketing costs. The film faced harsh reviews, earning only 7% and 10% on Metacritic and Rotten Tomatoes respectively, and is directed by Brett Ratner, facing past misconduct allegations. Analysts suggest Amazon's bid may be politically motivated.
Key points
- The documentary 'Melania' opened with $7.04 million, surpassing initial estimates of $3-5 million.
- Despite the strong opening, the film's combined acquisition and promotional costs total $75 million, suggesting financial losses are likely.
- Amazon outbid Disney by $26 million, indicating a focus on political appeasement rather than box office potential.
- Critics give the film low scores (7% on Metacritic, 10% on Rotten Tomatoes), indicating a negative reception.
- The film marks Brett Ratner's return to directing after facing multiple allegations of sexual misconduct, which he denies.
- Two-thirds of the crew declined to be formally credited for their work, reflecting dissatisfaction.
- Amazon aims for 'Melania' to have a subsequent life on its Prime streaming service.
Why it matters
- 'Melania' reflects broader trends in media, focusing on political figures and narratives, similar to the popularity of documentaries about former administrations.
- The film's massive budget highlights the competition among streaming services to acquire exclusive content in a crowded market.
- The reception of 'Melania' showcases the impact of online reviews and social media on the success of media products.
The mixed reception of 'Melania' and its financial challenges highlight the complexities of political media production, revealing that ambition and investment do not always lead to success, especially in the current content-saturated landscape.