The challenges facing the documentary ‘Melania’
The documentary titled Melania, which focuses on the life of former First Lady Melania Trump, is facing significant challenges at the box office. Released during the Super Bowl weekend, the film experienced a drastic 67% decline in ticket sales. This downturn resulted in disappointing earnings of approximately $2.4 million, placing it near the bottom of the weekend’s box office rankings.
Despite these challenges, Amazon MGM Studios has defended the film’s initial performance. In a statement issued over the weekend, the studio noted that the documentary debuted with a strong $7.2 million, marking it as the most successful documentary launch in over a decade, excluding concert and nature films produced by Disney. Kevin Wilson, Amazon’s distribution head, underscored the importance of the film’s theatrical release in generating anticipation for its upcoming availability on Prime Video.
Initial reception and strategic distribution
Directed by Brett Ratner, the film chronicles the twenty days leading up to the inauguration of President Donald Trump in. The documentary has drawn significant attention, both for its content and for reportedly becoming the most expensive documentary ever produced, though the precise production budget remains undisclosed. According to reports, Melania Trump received $28 million for her participation, while Ratner received a substantial fee for his directing role.
Amazon MGM’s acquisition, valued at $40 million, encompassed both theatrical and streaming rights, along with plans for a related docuseries. The studio faced strong competition from other bidders, including Disney, which only pursued streaming rights. To enhance its visibility, Amazon MGM allocated an additional $35 million for the film’s global marketing campaign. However, the anticipated international revenue has yet to materialize significantly, indicating a lukewarm reception in various markets.
Audience and critical reception
In North America, enthusiasm during the film’s opening weekend prompted an increase of 200 theaters for the following week. However, as of Friday, the domestic total reached $11.8 million, indicating challenges ahead for maintaining interest. The film’s streaming release date is not yet confirmed, but industry insiders speculate it may become available sooner rather than later, aligning with marketing strategies for both theatrical and streaming platforms.
Critically, the film has struggled. It currently holds a low 8% score on Rotten Tomatoes from critics, while surprisingly, the audience score stands at 99%. This notable discrepancy has sparked discussions about potential review manipulation. In response, Rotten Tomatoes clarified that audience reviews were verified purchases through Fandango.
The Super Bowl weekend and market conditions
The film’s release coincided with the Super Bowl weekend, a period historically characterized by a slowdown in cinema attendance due to the major sporting event. Many studios choose to refrain from launching new films during this time, leading to a notable increase in independent and niche projects filling theaters. This diverse lineup featured genres ranging from horror to concert documentaries, presenting a difficult environment for the Melania documentary.
Compounding these challenges were adverse weather conditions in the Northeast, which likely affected ticket sales. In the face of stiff competition, the documentary found itself overshadowed by other films, particularly a new K-pop concert film that led the Friday box office with $3 million.
Future prospects and the streaming landscape
Looking ahead, the film’s performance raises questions about its viability in theaters compared to its potential success on streaming platforms. As it prepares for a transition to Prime Video, the earlier theatrical run may still enhance its visibility and audience engagement. Wilson emphasized that the combination of theatrical and streaming releases expands the film’s reach and impact.
Despite facing challenges, some audience members have voiced positive sentiments towards the film, appreciating insights into Melania Trump’s personal experiences and her role as First Lady. However, critics generally agree that the film lacks depth, often characterizing it as a promotional piece rather than a traditional documentary. As viewers await its availability on Prime Video, the film’s journey remains under scrutiny and speculation.