After a better-than-expected opening weekend in theaters, box office for Amazon’s “Melania” fell 67%, to an estimated $2.37 million, in its second weekend.
The documentary about First Melania Trump has grossed a total of $13.5 million so far (almost all of that in the United States), which means it’s extremely unlikely the film — which Amazon spent $40 million to acquire and $35 million to market — will break even in theaters.
Before “Melania”’s release, a former Amazon film executive asked how the price tag could be motivated by anything other than “currying favor” with the Trump administration or “an outright bribe.”
Moviegoing typically slows during Super Bowl weekend, but the weekend’s top film, “Send Help,” only declined 47%. And after placing third on the charts last weekend, “Melania” is ninth this time.
Perhaps anticipating discussion about the film’s decline, Amazon released a statement from its head of domestic theatrical distribution Kevin Wilson, who said, “Together, theatrical and streaming represent two distinct value creating moments that amplify the film’s overall impact.”
“Melania” received universally negative reviews from critics, but its 99% audience rating on Rotten Tomatoes was so good that the site put out a statement insisting that the score was real.