A documentary focusing on the life of Melania Trump, wife of former President Donald Trump, opened to surprising strength at the box office during its initial weekend. However, this promising start quickly lost traction in its subsequent weekend, with ticket sales plunging by 67% and the film falling multiple spots in box office rankings.
The second weekend generated $2.37 million domestically, a sharp decline from the opening figures. This downward movement was accompanied by a drop from third place to ninth in overall box office standings. Interestingly, the film was screened in more theaters than initially, but the average ticket sales per theater diminished considerably. Specifically, per-theater averages on Friday, Saturday, and Sunday dropped to $431, $521, and $234 respectively, contrasting with $1,609, $1,295, and $1,122 in those same daily periods during the first weekend.
Accumulating total domestic revenues to date, the film has grossed approximately $13.35 million. Under normal circumstances, this figure might be regarded as respectable for a documentary. However, the economics take a harsher turn considering Amazon's expenditure: the company acquired the distribution rights for around $40 million and invested an additional $35 million in marketing efforts. Factoring in the common practice where theaters retain roughly half of ticket revenues, this makes the film's profitability from theatrical runs uncertain if not unfavorable.
Adding to the concerns about commercial success, the film has struggled internationally, earning just over $161,000 outside the United States. This lackluster global footprint offers little relief to the overall financial picture.
Amazon's entertainment division has maintained a positive stance despite the box office downturn. Kevin Wilson, Head of Domestic Theatrical Distribution at Amazon MGM, characterized the film's theatrical debut as a pivotal moment underpinning a comprehensive distribution approach. His statement highlighted how the theatrical release complements the forthcoming availability on Prime Video by raising awareness and driving viewer engagement.
Wilson elaborated that the movie's theatrical release and its streaming debut constitute two separate phases, each generating distinct value. Data gathered post-theatrical release indicated robust interest among viewers to revisit the documentary on Prime Video after initial theatrical viewing. The synergy between theatrical marketing and streaming availability is expected to reinforce the film's long-term audience growth and value creation across its lifecycle.
Notably, Amazon's public defense of the film’s box office performance is an uncommon move in the industry. The company’s spokesperson emphasized the broader strategy beyond immediate theatrical receipts, focusing on cumulative engagement and eventual streaming viewership.
While the documentary’s theatrical revenues have fallen short relative to acquisition and promotional spending, the long-term streaming projection appears central to Amazon's investment thesis in this film. It also underscores a strategic shift in how large studios may balance theatrical and digital release windows to maximize content value over time.