Amazon’s ‘Melania’ Documentary Box Office Slumps After Early Promise
Amazon MGM Studios’ high-profile documentary Melania — centered on First Lady Melania Trump and directed by Brett Ratner — experienced a significant drop in ticket sales in its second weekend in theaters, according to early industry estimates. The film’s box office gross slipped by approximately 67%, drawing an estimated $2.37 million and landing it near the lower end of the weekend rankings.
The steep decline follows a surprisingly strong launch that saw Melania bring in just over $7 million in its opening weekend — one of the best debuts for a theatrical documentary in recent years. Despite that initial surge, the film’s rapid slide raises questions about its broader commercial impact.
High Costs and Underwhelming Theater Run
The documentary’s box office performance stands in stark contrast to Amazon’s substantial investment. The studio reportedly paid $40 million for the rights to the film and spent an additional $35 million on marketing — far above the typical budget for non-fiction theatrical releases.
Expanding to over 2,000 theaters in North America after its debut did little to stem its downward trajectory, illustrating that even broader availability could not sustain audience interest. The film dropped from third place in box office rankings during its first weekend to around ninth place in its second — a marked fall in competitive terms.
Industry analysts note that ticket sales for movies often soften during Super Bowl weekend, traditionally one of the slowest periods for moviegoing. This seasonal factor likely contributed to the decline, though the 67% drop is significantly steeper than the weekend’s overall trend.
Critical Reception and Audience Response
Melania has drawn largely negative reviews from professional critics, who have questioned its artistic and editorial merits. These reviews stand in sharp contrast to certain audience metrics — including a high viewer score on Rotten Tomatoes — but industry observers remain skeptical about whether such figures reflect widespread engagement or passionate niche viewership.
The polarizing nature of the film’s subject and presentation likely influenced its performance, with strong regional turnout offset by weaker interest in broader markets. Some critics have also pointed out that achieving financial breakeven through theatrical release alone now appears unlikely given the film’s hefty combined cost.
Amazon’s Longer-Term Strategy
Amazon MGM Studios has publicly emphasized a two-phase distribution approach, in which the theatrical run is intended not solely to generate box office profits but also to build awareness ahead of a streaming debut on Prime Video. Kevin Wilson, head of domestic theatrical distribution for Amazon MGM, said the early release strategy is meant to complement future streaming engagement and bolster overall visibility.
While Amazon has yet to announce a specific streaming release date, the studio appears confident that the documentary’s broader audience reach over time — including a companion docuseries — will justify its early investment and promotional outlay.
Film Landscape This Weekend
During the same weekend, more traditional theatrical fare outperformed Melania, with the survival thriller Send Help maintaining its position at the top of the box office and other genre films such as the Kevin James comedy Solo Mio and indie horror titles drawing strong crowds. These mainstream releases likely siphoned audience attention from documentary fare and contributed to the modest box office showing for Melania.
What the Numbers Suggest
While Melania’s opening weekend numbers initially defied expectations, its sharp second-weekend decline underscores the challenges facing politically oriented documentaries in theatrical markets — even for projects backed by major studios. The film’s performance highlights a broader industry reality: theatrical success for documentaries often hinges on sustained public interest and crossover appeal, elements that Melania has struggled to maintain in its early weeks.
