Amazon MGM Defends ‘Melania’ Amid Super Bowl Box Office Drop
Amazon MGM Studios is currently defending its documentary “Melania,” which is experiencing a significant drop at the Super Bowl weekend box office. Early returns indicate the film could earn around $2.4 million, potentially landing in tenth place. However, some estimates speculate it might finish slightly higher, potentially reaching ninth place.
Strong Opening but Declining Performance
Despite its current struggles, “Melania” opened to a better-than-expected $7.2 million last weekend. This represented the highest debut for a documentary in a decade, excluding concert and nature films. Amazon MGM’s distribution chief, Kevin Wilson, emphasized that the film’s initial success validates their distribution strategy, as it builds awareness and engagement ahead of its eventual release on Prime Video.
Financial Details of “Melania”
The documentary chronicles the 20 days leading up to Melania Trump’s husband’s second inauguration in 2025 and has attracted attention due to its reported high production costs. While the exact budget remains undisclosed, Amazon reportedly acquired both theatrical and streaming rights for $40 million in January 2025. Additionally, Melania Trump is believed to have earned around $28 million from the deal.
- Initial Box Office Launch: $7.2 million
- Projected Super Bowl Weekend Gross: $2.4 million (could finish as high as $2.8 million)
- Amazon MGM’s Investment: $40 million for rights, plus $35 million on marketing
- Domestic Total by Friday: $11.8 million
Mixed Reception and Audience Reactions
Critics have been harsh on “Melania,” with a low 8% score on Rotten Tomatoes. However, the audience score stands at an impressive 99%. This discrepancy has led to speculation of artificial inflation, but Rotten Tomatoes confirmed that the audience reviews are legitimate, with verified purchasers contributing to ratings.
The Competitive Landscape
The Super Bowl weekend is typically a slow time for movie releases, as major studios often avoid launching movies during this period. This year, independent films have dominated the box office landscape, including a variety of horror titles and concerts. “Stray Kids: The dominATE Experience” leads the charts, while Disney’s “Send Help” is projected to continue performing well.
Amazon MGM’s “Melania” still awaits its streaming release date. Industry insiders suggest a quick transition to Prime Video, as dual marketing campaigns can maximize the film’s visibility. The combination of theatrical and streaming releases can enhance a film’s overall impact, allowing for continued audience engagement.
With the competition heating up and critical reception low, the future of “Melania” at the box office remains uncertain, despite initial successes and ongoing interest from audiences. A full box office report is expected to provide further insights into the weekend’s performance.
