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‘Melania’ Box Office Sinks to No. 15 as Amazon Bets on Streaming

Amazon is pivoting to a Prime Video strategy to recover costs following a steep third‑week drop.

Overview

  • The documentary earned an estimated $886,000 over Valentine’s weekend, placing 15th on 1,204 screens.
  • Its three‑week domestic total stands at about $15.43 million, far below a reported ~$75 million outlay including roughly $40 million for rights and ~$35 million for marketing.
  • After a strong genre debut of $7 million, the film fell from No. 3 to No. 15 with back‑to‑back weekend declines of more than 60%.
  • Amazon MGM says it expects to recoup costs when the film moves to Prime Video through advertising and new Prime sign‑ups, though no streaming date has been announced.
  • A watchdog group alleged service members were pressured to attend, a claim the Department of Defense rejected as it said no directive required personnel to see the film.