Moviegoers aren’t showing much love for Melania.
In just its third weekend, attendance for the documentary dropped by 62.3%. This stark decline puts its total gross at about $15.4 million, far from the $40 million Amazon spent to buy it, plus an additional $35 million for marketing. Directed by Brett Ratner, the film has faced controversy, partly due to Ratner’s past issues.
As viewership dwindled, Amazon MGM’s distribution chief, Kevin Wilson, defended the film. He described its box office performance as a critical first step for their broader distribution strategy. Wilson believes that even if the film is struggling in theaters, it could fare better on streaming platforms, helping them recover some losses. However, no streaming release date has been set yet.
During the premiere, Melania hinted at a docuseries featuring new footage, which she claimed would expand on the documentary. She mentioned, “We have some scenes that are not in the movie.”
Despite the lackluster box office numbers, Amazon has the financial muscle to absorb these losses. Wilson noted that their business model values films like Melania differently. They see it as an opportunity for a significant marketing boost leading up to the streaming release.
Interestingly, a recent survey on social media revealed mixed reactions. While some users expressed disappointment over the film’s execution, others were intrigued by the upcoming docuseries. The polarizing nature of the documentary ensures it remains a talking point in both entertainment and political circles.
These developments suggest that while the immediate reception for Melania may be poor, its future on streaming platforms might tell a different story. As viewing habits shift, combining theatrical releases and streaming could redefine how we perceive film success. This is a prime example of how entertainment companies are adapting to a changing landscape, where audience engagement can happen in many ways.
For more insights on the evolving film industry, you can check out sources like Variety.
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