“Melania Faces Major Box Office Setback This Weekend”

The latest documentary on Melania Trump has encountered significant challenges at the box office. After its third weekend of release, the film experienced a staggering 62.3% decline in attendance, according to data from IMDbPro. This decline positions the documentary to earn only $15.4 million, falling short of the estimated $40 million spent by Amazon for its acquisition, plus an additional $35 million allocated for marketing.

Director and Premiere Details

The documentary is directed by Brett Ratner, a filmmaker who has recently faced controversy due to his connections with Jeffrey Epstein and allegations of sexual misconduct. It premiered at the Kennedy Center on January 29.

Box Office Performance and Future Plans

The film’s box office struggles remain consistent. Last week, the documentary suffered a 67% drop in ticket sales. Despite this, Amazon’s MGM distribution chief Kevin Wilson described the film’s performance as a “strong theatrical performance.” He indicated this setback was part of a broader distribution strategy aimed at enhancing audience engagement.

• Projected Gross: $15.4 million
• Acquisition Cost: $40 million
• Marketing Expenses: $35 million
• Attendance Decline: 62.3% and then 67% in consecutive weeks

Amazon MGM remains optimistic about future streaming prospects. They hope to recoup some of the film’s heavy costs through advertisements and new Prime subscribers once it is available on Prime Video. The studio has yet to announce a streaming release date.

Anticipated Docuseries

During the film’s black carpet premiere, Melania Trump hinted about an upcoming docuseries linked to the documentary. She assured media that the docuseries would feature entirely new footage that was not included in the film.

Overview of Company Strategy

As noted by industry observers, Amazon has the financial capacity to absorb the losses associated with this project. Wilson articulated that delivering films theatrically can help recover print and advertising costs. He emphasized the marketing benefits derived from the documentary, suggesting it plays a crucial role in their overall business model, emphasizing more on long-term value than immediate profitability.

While Melania’s initial box office reception is disappointing, there remains a hopeful outlook for its performance in streaming, reflecting the evolving landscape of film distribution and consumption.