The much-anticipated documentary “Melania,” exploring the life of former First Lady Melania Trump, has suffered a significant decline in box office performance during its second weekend. As Hollywood largely ceded the spotlight to the Super Bowl, “Melania” saw a staggering 67% drop in ticket sales, raising concerns about its viability following a costly production and marketing investment.
Super Bowl Weekend’s Impact on Cinema
Traditionally, Super Bowl weekend is a challenging time for film attendance, and this year was no exception. The combination of football fever and a slow box office resulted in the lowest cinema turnout in recent memory. Studios, aware of this trend, opted to promote upcoming blockbusters through high-profile trailers during the NFL broadcast rather than compete for ticket sales. Anticipated previews included Disney’s “Mandalorian and Grogu,” Lionsgate’s biopic on Michael Jackson, and Universal’s “The Super Mario Galaxy Movie.”
In this context, “Send Help,” a survival thriller from Disney-20th Century Studios, managed to emerge as the weekend’s frontrunner, taking in $10 million in its second week and accumulating an impressive global total of $53.7 million. In contrast, Disney’s animated feature “Zootopia 2” continues to show remarkable staying power, crossing the $1.8 billion mark worldwide after eleven weeks in theatres.
A Disappointing Performance for Melania
Despite its controversial subject matter and extensive marketing campaign, “Melania,” produced by Amazon MGM, added 300 additional theatres for its second weekend but still fell to $2.4 million in ticket sales. This represented a significant drop from its initial opening, which had already sparked considerable discourse. The film’s total earnings in North America now stand at $13.4 million, a troubling figure given its $40 million acquisition cost and an additional $35 million spent on marketing.
Kevin Wilson, the head of domestic distribution for Amazon MGM, acknowledged the film’s box office performance as an important milestone, intended to build awareness and engagement ahead of its eventual release on Prime Video. However, the rapid decline in ticket sales has led some to label the film a commercial disappointment.
Late-night television hosts have not shied away from mocking the film, with Jimmy Kimmel calling its box office numbers a “rigged outcome,” highlighting the film’s struggle to maintain momentum.
Other Notable Releases
Amidst the turbulence surrounding “Melania,” other films have found success at the box office. The romantic comedy “Solo Mio,” featuring Kevin James, debuted strongly with $7.2 million, marking a significant achievement for Angel Studios. Additionally, the K-pop concert film “Stray Kids: The Dominate Experience” opened with $5.6 million, while the indie adaptation of Bram Stoker’s “Dracula,” directed by Luc Besson, brought in $4.5 million, setting new records for its distributor.
Interestingly, the indie film “Iron Lung,” created by YouTube sensation Markiplier, has captivated audiences, earning $6.2 million in its second weekend for a total of $31.2 million—far exceeding its $3 million production budget.
As the cinematic landscape continues to evolve, the competition for viewers remains fierce.
Why it Matters
The performance of “Melania” serves as a stark reminder of the precarious nature of documentary filmmaking and the challenges of capturing audience interest, particularly during periods dominated by major events like the Super Bowl. With substantial investments at stake, the film’s decline not only impacts Amazon MGM’s financial standing but also raises questions about the effectiveness of marketing strategies in an increasingly crowded entertainment landscape. As viewers navigate a sea of choices, the box office results underscore the importance of content that resonates powerfully with audiences.
