What's Happening?
Amazon MGM Studios is facing challenges with the box office performance of 'Melania,' a documentary about Melania Trump directed by Brett Ratner. The film, which chronicles the 20 days leading up to President Trump's second inauguration in 2025, is projected to finish in ninth or tenth place at the Super Bowl weekend box office with $2.4 million. Despite this, Amazon MGM highlights the film's initial success, having opened with $7.2 million, marking the largest debut for a documentary in a decade. The film's budget remains undisclosed, but Melania Trump reportedly earned $28 million from the project. Amazon MGM acquired the film's rights for $40 million and invested an additional $35 million in global marketing. The film's domestic earnings
stand at $11.8 million, with no international grosses reported yet. Critics have largely panned the film, giving it an eight percent score on Rotten Tomatoes, while the audience score remains high at 99 percent, leading to speculation about potential manipulation.
Why It's Important?
The performance of 'Melania' at the box office is significant for Amazon MGM as it tests the viability of high-budget documentaries in theaters. The film's mixed reception highlights the challenges of balancing critical acclaim with audience appeal. The high audience score, despite critical panning, raises questions about the influence of fan-driven reviews and potential manipulation. The film's performance could impact future decisions on theatrical releases versus streaming debuts, as Amazon MGM aims to leverage both platforms for maximum impact. The outcome may influence how studios approach similar projects, particularly those involving high-profile figures and substantial financial investments.
What's Next?
Amazon MGM plans to release 'Melania' on Prime Video, although the exact date is not yet announced. The studio aims to capitalize on the film's theatrical marketing to boost its streaming performance. The strategy involves creating two distinct value moments through theatrical and streaming releases. The film's reception and box office performance may prompt Amazon MGM to reassess its distribution strategies for future projects. Additionally, the ongoing debate over the film's audience score could lead to further scrutiny of review platforms and their influence on public perception.
