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Amazon’s ‘Melania’ documentary stumbles in second weekend
Amazon's documentary 'Melania' saw a 67% drop in box office earnings during its second weekend, grossing only $2.37 million after a strong opening. With total earnings at $13.5 million against a production and marketing spend of $75 million, profitability seems unlikely. The film received poor critical reviews but achieved a notable 99% audience rating on Rotten Tomatoes.
Key points
- Opening weekend was better than expected, but box office fell 67% in the second weekend.
- The film has grossed $13.5 million in total, making it unlikely to recover its $40 million acquisition and $35 million marketing costs.
- Concerns raised by a former Amazon film executive about motivations behind the expensive acquisition.
- The weekend box office is typically slower due to the Super Bowl, but competitor 'Send Help' only declined by 47%.
- 'Melania' fell from third to ninth place in box office rankings.
- Despite critical reviews being negative, the film maintains a 99% audience rating on Rotten Tomatoes.
Why it matters
- The decline in box office performance reflects broader trends in film consumption and the impact of streaming services.
- Current discussions around media representation of political figures and its influence on public perception.
- Contrast with successful documentaries that have utilized lower budgets and targeted demographics, indicating potential shifts in viewer preference.
Amazon's 'Melania' serves as a case study in the challenges of theatrical releases amidst changing viewer habits and the impact of critical reception versus audience sentiment.