Melania Trump’s documentary is facing challenges at the box office. Initial reports hint it may finish around $2.4 million, potentially landing in tenth place over Super Bowl weekend. However, some think it might nudge up to ninth place.
Last week, the film opened with a surprising $7.2 million, marking the best launch for a documentary in ten years, not counting concert films or nature documentaries from Disney. Amazon MGM Studios emphasized this success in a recent statement, highlighting their goal to create buzz around the film before it hits Prime Video.
The documentary covers the 20 days leading up to Donald Trump’s second inauguration in 2025. It was described as the priciest documentary ever made, yet the actual budget remains a mystery since Amazon only paid for distribution rights. Reports indicate Melania Trump earned around $28 million from the deal, with director Brett Ratner also receiving a fee. Marc Beckman, Melania’s longtime manager, plays a key role in the project’s promotion.
In January 2025, Amazon MGM invested $40 million for the film’s theatrical and streaming rights, outbidding competitors like Disney, who offered between $14 million and $15 million. Alongside this, Amazon reportedly spent $35 million on marketing, though international earnings have not been disclosed.
Despite early box office enthusiasm, after its debut, Amazon MGM increased the film’s theater count by 200 as it moved into Super Bowl weekend. By Friday, it had grossed $11.8 million domestically.
The streaming release date remains uncertain, but industry insiders suggest it won’t be available on Prime Video next weekend. There’s a strategic reason behind this; releasing simultaneously could leverage marketing efforts for both theater and home viewers.
Critics haven’t been kind to the film, with a mere 8% rating on Rotten Tomatoes, while audiences have given it a staggering 99%. The discrepancy led to discussions about possible bot manipulation, prompting Rotten Tomatoes to clarify that all audience reviews are verified tickets through Fandango.
Notably, fan-centric movies often see skewed audience scores, making this case intriguing. Box office analysts note that Super Bowl weekend usually sees lower attendance at theaters, as people turn their focus to the big game, leading studios to steer clear of opening major films. This year, a mix of indie films and other genres filled the void.
Among the competition, the K-pop concert film Stray Kids: The dominATE Experience led Friday with $3 million, but Send Help from Disney and 20th Century is poised for victory, predicting $8 million to $10 million this weekend.
As the weekend unfolds, one thing stands out: the ongoing conversation about audience ratings and box office dynamics, especially regarding fan-driven projects and their surprising reception. A complete box office summary will be available on Sunday to reveal how all these pieces fit together. For further insights on the effects of fan-based viewership on box office performance, check out this report from the Hollywood Reporter.
Source link
amazon mgm,box office,Brett Ratner,donald trump,Melania,Melania Trump
