What's Happening?
The documentary 'Melania,' which features First Lady Melania Trump, experienced a significant 67 percent drop in domestic box office revenue during its second weekend, earning $2.37 million from North American theaters. This decline brought its 10-day domestic total to $13.35 million, according to estimates from Amazon MGM Studios. Despite expanding to 2,003 venues, the film fell from No. 3 to No. 10 in box office rankings. The documentary, which follows 20 days in the life of Melania Trump leading up to President Donald Trump's second inauguration, has faced criticism for its high production and marketing costs, totaling around $75 million. Additionally, the involvement of director Brett Ratner, who faced allegations of sexual misconduct in 2017,
has been controversial. The film's reception has been mixed, with critics giving it an 8 percent approval rating on Rotten Tomatoes, while audiences rated it much higher.
Why It's Important?
The documentary's performance is significant as it highlights the challenges faced by high-budget films in recouping costs, especially when they are met with critical backlash. The film's financial performance could impact Amazon's future decisions regarding high-profile projects. Additionally, the controversy surrounding the director and the film's perceived political implications may influence public perception of Amazon's corporate strategies. The mixed reception between critics and audiences also underscores the divide in public opinion regarding content related to the Trump administration. This situation could affect how media companies approach politically sensitive projects in the future.
What's Next?
Amazon MGM Studios will likely focus on recovering additional revenue through streaming ads and Prime Video subscriptions, given the film's underperformance in theaters. The final box office numbers for the weekend are expected to be released soon, which will confirm the projected figures. The studio may also need to address the criticism and controversy surrounding the documentary to mitigate any potential damage to its reputation. The film's performance could lead to discussions within the industry about the viability of politically charged documentaries and the risks associated with high production costs.
