What's Happening?
Amazon's high-budget documentary 'Melania', focusing on the former First Lady, debuted at the UK box office in 29th place, earning £32,974 ($44,960) from 155 cinemas. This performance is considered poor
given the film's $40 million licensing and $35 million marketing costs. In Italy, the film fared similarly, earning only €6,520 ($7,696) from 94 cinemas, ranking 38th. Despite a significant international promotional effort, the documentary has not resonated with audiences overseas. In the U.S., the film opened with $7 million, a notable figure for a documentary but insufficient given the substantial investment. Critics have largely panned the film, although it has found some support among President Trump's base.
Why It's Important?
The underperformance of 'Melania' at the box office highlights the challenges faced by high-budget documentaries in attracting international audiences. Amazon's significant investment in the film underscores the risks involved in producing and marketing such projects. The film's reception may influence future decisions by streaming platforms regarding similar high-profile documentary projects. Additionally, the film's performance could impact Amazon's strategy in leveraging political figures' stories to attract viewership. The mixed reception also reflects the polarized views on President Trump and his family, which may affect the film's long-term success and Amazon's brand perception.
What's Next?
Amazon may need to reassess its marketing strategy for 'Melania' and similar projects, potentially focusing on digital platforms where the film might find a more receptive audience. The company might also explore alternative revenue streams, such as streaming subscriptions or exclusive content deals, to recoup its investment. The film's performance could prompt Amazon to reconsider its approach to politically themed content, balancing potential audience interest with the risk of alienating viewers. Future projects may require a more nuanced understanding of international market dynamics and audience preferences.
