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Melania’ Falls 67% in Second Weekend as Amazon Defends Theatrical-to-Streaming Strategy

The studio frames the pricey rollout as a setup for Prime Video with a companion docuseries, signaling theatrical grosses are unlikely to cover the reported $75 million deal.

Overview

  • The documentary earned an estimated $2.37 million in its second weekend, sliding to 10th place and bringing the domestic total to roughly $13.3 million.
  • Amazon MGM called the theatrical run a “critical first moment” and says streaming on Prime Video will build on awareness created in theaters after a reported $40 million license and $35 million marketing push.
  • Despite expanding to about 2,003 theaters during Super Bowl weekend, receipts fell sharply, reinforcing expectations that box office alone will not recoup costs.
  • Reception remains starkly split: critics sit near 8% on Rotten Tomatoes versus a 99% verified audience score, and the platform says there was no manipulation of audience reviews.
  • The release faces scrutiny beyond box office, with a watchdog alleging some service members were pressured to attend and overseas results proving uneven, including a U.K. flop and a pullback in South Africa.