Amazon MGM Defends ‘Melania’ Amid Super Bowl Box Office Challenge
Amazon MGM’s documentary “Melania” faces a challenging Super Bowl weekend at the box office. Expected to earn around $2.4 million, it may finish in tenth place. However, some analysts believe there’s potential for it to climb to ninth position.
Strong Opening Yet Mixed Reviews
Despite disappointing projections, Amazon MGM emphasizes that “Melania” had a solid opening. The film, directed by Brett Ratner, debuted to a surprising $7.2 million last week. This figure marks the highest opening for a documentary in a decade, excluding concert films and nature documentaries from Disney.
Kevin Wilson, head of distribution for Amazon MGM, praised the film’s performance. He indicated that the theatrical success provides a foundation for future marketing efforts, especially leading up to its release on Prime Video. The film focuses on the twenty days leading up to Donald Trump’s second inauguration.
Financial Details and Marketing Strategy
- Amazon MGM secured both theatrical and streaming rights for $40 million in January 2025.
- The studio also invested $35 million in a comprehensive global marketing campaign.
- Reportedly, Melania Trump earned $28 million from this project.
Despite the initial success, no significant international box office figures have been reported, indicating a struggle in the 20-plus countries where it is currently screening. In North America, the film has achieved a cumulative total of $11.8 million and has expanded its theater presence by adding 200 venues as Super Bowl weekend approached.
Audience Response and Critical Feedback
While audience reactions have been largely positive, reflected in a 99 percent score on Rotten Tomatoes, critics have been far less forgiving, assigning it an eight percent rating. This discrepancy has raised questions about potential review manipulation, prompting Rotten Tomatoes to clarify that audience scores are from verified ticket purchasers.
As the Super Bowl weekend continues, box office experts note that this period traditionally sees low earnings. Many major studios avoid releasing new films during this time, opting instead for a mix of indie films. Among the competition, “Stray Kids: The dominATE Experience” and “Send Help” are currently leading the box office.
Future Release Plans
The exact date for “Melania’s” streaming release on Prime Video has not been finalized. However, industry insiders suggest that a swift transition from theaters to home viewing could maximize Amazon’s marketing reach. This dual strategy aims to extend the film’s impact beyond its theatrical run.
As the weekend concludes, more insights into the box office performance of “Melania” and its competition will be provided in subsequent reports.
