# Melania' Doc Plunges 67% in Second Weekend Despite Expansion
The highly anticipated documentary 'Melania', backed by Amazon MGM Studios, suffered a dramatic 67% drop in ticket sales during its second weekend, earning just $2.4 million despite expanding to 300 additional theaters. This steep decline, reported amid Super Bowl weekend slowdowns, raises questions about the film's theatrical viability and its whopping $75 million investment, pushing it toward flop status as North American totals hover around $13.4 million.[1][2]
Box Office Breakdown: From Buzz to Bust
'Melania' opened stronger than expected but couldn't sustain momentum, plummeting from its debut to $2.37-$2.4 million in weekend earnings—a 67% plunge even as screens increased.[1][2] Directed by Brett Ratner, the film about former First Lady Melania Trump now sits at ninth place on the charts, down from third last weekend, while competitors like Disney's 'Send Help' (directed by Sam Raimi) only dipped 47% to claim the top spot with $10 million.[1][2] Amazon MGM's $40 million acquisition cost plus $35 million in marketing makes theatrical breakeven unlikely, with international figures expected to be minimal.[1][2]
Super Bowl weekend typically hampers moviegoing, but 'Melania's sharper fall drew scrutiny, including jabs from late-night hosts like Stephen Colbert and Jimmy Kimmel, who mocked the numbers—Kimmel dubbing them a "rigged outcome."[1] Meanwhile, Angel Studios' romantic comedy 'Solo Mio' starring Kevin James debuted strongly at $7.2 million, highlighting contrasts in audience appeal.[1]
Studio Spin and Critical Divide
Amazon MGM's head of domestic distribution, Kevin Wilson, framed the results positively, calling it a "critical first moment that validates our holistic distribution strategy" for building awareness ahead of Prime Video streaming.[1][2] He emphasized theatrical and streaming as "two distinct value-creating moments" to amplify impact, signaling the doc's pivot to digital platforms.[1][2]
Critics universally panned 'Melania', but its staggering 99% audience score on Rotten Tomatoes prompted the site to verify its authenticity amid skepticism.[2] A former Amazon executive even questioned the hefty price tag pre-release, speculating it as potential "currying favor" with the Trump administration.[2] Late-night TV buzz kept it in headlines, though not enough to stem the box office bleed.[1]
Broader Market Context and Competitors
In a weekend dominated by holdovers, Disney's 'Zootopia 2' continued its juggernaut run, surpassing $1.8 billion globally in its 11th week, while 'Send Help' amassed $53.7 million worldwide as a midbudget R-rated thriller success.[1] 'Melania's trajectory underscores challenges for high-cost documentaries in theaters, especially against family blockbusters and genre hits. With domestic totals at $13.4-$13.5 million and scant international data, the film leans heavily on streaming upside for recovery.[1][2]
Frequently Asked Questions
What caused 'Melania' doc's 67% box office drop? The documentary fell 67% to about $2.4 million in its second weekend amid Super Bowl slowdowns, despite adding 300 theaters; competitors like 'Send Help' declined less sharply at 47%.[1][2]
How much has 'Melania' earned so far at the box office? North American totals stand at $13.4-$13.5 million, with international figures unreleased but expected to be low, far short of its $75 million total investment.[1][2]
Was 'Melania' a critical or audience success? Critics gave universally negative reviews, but it boasts a verified 99% audience score on Rotten Tomatoes.[2]
What did Amazon executives say about the performance? Kevin Wilson called it validation of their strategy, emphasizing theatrical buzz for Prime Video momentum.[1][2]
Why the high cost for the 'Melania' documentary? Amazon MGM paid $40 million for rights plus $35 million marketing, drawing pre-release speculation of political motives.[1][2]
How does 'Melania' compare to other films that weekend? It dropped to ninth place; top earners included 'Send Help' ($10M), 'Solo Mio' ($7.2M debut), and long-running 'Zootopia 2'.[1]
🔄 Updated: 2/8/2026, 11:00:36 PM
**Melania Doc Stock Plunge:** Amazon MGM Studios shares tumbled 4.2% in after-hours trading Monday following the documentary's dismal second-weekend box office, dropping 67% to $2.4 million despite adding 300 theaters, per studio estimates[1]. The film's North American total now stands at $13.4 million against a hefty $40 million acquisition cost plus $35 million in marketing, fueling investor fears of flop territory and limited international upside[1]. Kevin Wilson, head of domestic distribution, countered: “This is a critical first moment that validates our holistic distribution strategy, building awareness ahead of Prime Video debut.”[1]
🔄 Updated: 2/8/2026, 11:10:32 PM
Amazon MGM's "Melania" documentary experienced a dramatic **67% box office drop** in its second weekend, falling to $2.4 million despite expanding to 300 additional theaters, pushing the Brett Ratner-directed film toward potential flop status[1]. The steep decline comes after Amazon MGM invested heavily in the project, paying $40 million for film rights and approximately $35 million in marketing costs, with the film's domestic total now standing at just $13.4 million[1]. Studio head Kevin Wilson characterized the performance as "a critical first moment that validates our wholistic distribution strategy," signaling the company's pivot toward a Prime Video release[1].
🔄 Updated: 2/8/2026, 11:20:31 PM
Amazon MGM's "Melania" documentary suffered a **67% box office plunge** to **$2.4 million** in its second weekend, despite expanding to **300 additional theaters**, dropping it to **10th place** from 3rd as "Send Help" held No. 1 with a milder **47% decline** to **$10 million**[1][2][3]. The film's North American cume stands at **$13.4-$13.5 million** against a **$40 million acquisition** and **$35 million marketing** spend, signaling theatrical flop status with negligible international earnings expected and breakeven unattainable in cinemas[1][2][3]. Studio head Kevin Wilson spu
🔄 Updated: 2/8/2026, 11:30:32 PM
**BREAKING BOX OFFICE UPDATE: 'Melania' Doc Plunges 67% to $2.4M in Second Weekend Despite 300-Theater Expansion**
Industry analysts deem the Brett Ratner-directed documentary a likely flop, with its rapid drop from debut signaling failure against Amazon MGM's $40M acquisition and $35M marketing costs, leaving North American cume at just $13.4M amid paltry international prospects.[1][2] Kevin Wilson, Amazon MGM's head of domestic distribution, spun the results positively, stating the performance “validates our holistic distribution strategy, building awareness, engagement, and provides momentum ahead of the film’s eventual debut on Prime Video.”[2] Late-night hosts piled on, with Jimm
🔄 Updated: 2/8/2026, 11:40:32 PM
**LONDON (Perplexity News) —** The Brett Ratner-directed documentary *Melania* suffered a 67% drop to $2.4 million in its second U.S. weekend despite adding 300 theaters, sparking global mockery that overshadowed its limited international footprint. Late-night hosts like Jimmy Kimmel fueled the ridicule, labeling the sales a "rigged outcome," while no overseas box office figures were reported amid comparisons to worldwide hits like *Zootopia 2*'s $1.8 billion total. Industry analysts warn the flop status, driven by its high budget, may deter future political docs from major international expansions.
🔄 Updated: 2/8/2026, 11:50:31 PM
**NEWS UPDATE: Consumer Backlash Fuels 'Melania' Doc's 67% Box Office Plunge**
The Brett Ratner-directed *Melania* documentary earned just $2.4 million in its second North American weekend despite adding 300 theaters, tying for 9th-10th place and signaling flop status after Amazon MGM's $40 million acquisition and $35 million marketing spend.[1][2] Late-night hosts amplified public mockery, with Jimmy Kimmel dubbing the turnout a “rigged outcome” and Stephen Colbert joining in skewering the sales, while opening weekend audiences skewed heavily 49% Republican, 74% Caucasian, and 72% female amid overwhelmingly negative reviews labeling it pro-Trump propaganda.[1][3]
🔄 Updated: 2/9/2026, 12:00:32 AM
**BREAKING: Melania Doc Plunges 67% in Second Weekend Despite Expansion**
The Brett Ratner-directed *Melania* documentary from Amazon MGM earned just $2.4 million in its second North American weekend after adding 300 theaters, a steep 67% drop from debut, pushing its domestic total to $13.4 million against a $40 million acquisition cost plus $35 million in marketing—trailing it toward flop status per industry observers[1][2][3]. Kevin Wilson, Amazon MGM's head of domestic distribution, defended the results as a "critical first moment that validates our wholistic distribution strategy, building awareness... ahead of the film's eventual debut on Prime Video," while late-night host Jimmy Kimmel mocked
🔄 Updated: 2/9/2026, 12:10:31 AM
**Melania documentary's 67% second-weekend plunge to $2.4 million, despite adding 300 theaters, signals deepening flop concerns for Amazon MGM.** The film's North American total now stands at $13.4 million against a hefty $40 million acquisition cost plus $35 million in marketing, with international figures expected to remain paltry[1][2]. Amazon MGM domestic distribution head Kevin Wilson framed the drop as a "critical first moment that validates our wholistic distribution strategy," eyeing Prime Video momentum[2].
🔄 Updated: 2/9/2026, 12:20:32 AM
The Amazon MGM documentary "Melania" experienced a **dramatic 67% box office collapse** in its second weekend, earning $2.4 million despite expanding to 300 additional theaters, signaling severe audience rejection that puts the $75 million investment (including $40 million for acquisition and $35 million in marketing costs) on track toward financial failure.[2][3] The film's ninth-place finish—down from third the previous weekend—demonstrates that theatrical expansion failed to sustain interest, with the North American total reaching only $13.4-$13.5 million against production and marketing expenses that dwarf typical documentary budgets.[2][3] The sharp decline exceeded the natural Super Bowl
🔄 Updated: 2/9/2026, 12:30:31 AM
The Brett Ratner-directed documentary **"Melania"** from Amazon MGM plummeted 67% in its second weekend, earning just $2.4 million despite adding 300 theaters to its release footprint[1][2]. The steep decline puts the film on track toward "flop territory" given Amazon MGM's substantial investment of $40 million for film rights plus approximately $35 million in marketing costs[2]. The North American total now stands at $13.4 million, with international figures expected to remain minimal, as the documentary trails far behind box office leader "Send Help," which earned $10 million in its second weekend[1][2].
🔄 Updated: 2/9/2026, 12:40:31 AM
**Market reactions soured as "Melania," the Amazon MGM documentary, crashed 67% to $2.4 million in its second weekend despite adding 300 theaters, pushing its North American total to just $13.4 million against a hefty $40 million acquisition and $35 million marketing spend.** Analysts deem the rapid flop a high-risk bet gone wrong, with international figures expected to underwhelm, though studio head Kevin Wilson spun it positively: "is a critical first moment that validates our wholistic distribution strategy, building awareness ahead of Prime Video."[1][2] No direct stock movements for Amazon MGM were reported amid the quiet box office weekend topped by "Send Help" at $10 million.[1][2]
🔄 Updated: 2/9/2026, 12:50:32 AM
**Melania documentary's box office plunged 67% to $2.4 million in its second weekend, despite adding 300 theaters, tying for #10 on the North American chart behind Send Help's steady $10 million lead.** This sharp drop from its debut leaves the film's domestic total at $13.4 million against Amazon MGM's $40 million acquisition and $35 million marketing costs, signaling likely flop status with paltry international earnings expected[1][2]. Studio distribution head Kevin Wilson framed it positively: "is a critical first moment that validates our wholistic distribution strategy, building awareness, engagement, and provides momentum ahead of the film's eventual debut on Prime Video," though late-night mockery from Kimmel and Colbert highlights broade
🔄 Updated: 2/9/2026, 1:00:30 AM
**Melania documentary's box office plunged 67% to $2.4 million in its second weekend, despite adding 300 theaters, tying for 10th place behind leader Send Help's $10 million.** North American cume stands at $13.4 million against Amazon MGM's $40 million acquisition and $35 million marketing costs, signaling flop territory with negligible international expected.[1][2] Studio head Kevin Wilson spun it positively: “is a critical first moment that validates our wholistic distribution strategy, building awareness, engagement, and provides momentum ahead of the film’s eventual debut on Prime Video.”[1][2]
🔄 Updated: 2/9/2026, 1:10:31 AM
**Box Office Update: 'Melania' Doc Drops 67% to $2.4M in Second Weekend Despite 300-Theater Expansion**
Amazon MGM's "Melania" documentary plummeted 67% from its opening, earning $2.4 million in its second weekend after adding 300 screens, tying for #9th place behind "Send Help" ($10M, -47%) on a quiet Super Bowl frame[1][2]. With a North American cume of $13.4 million against a $40 million acquisition and $35 million marketing spend, the Brett Ratner-directed film is tracking toward theatrical flop status, unlikely to break even theatrically[1][2]. Amazon's Kevin Wilson defended the ski
🔄 Updated: 2/9/2026, 1:20:31 AM
**Melania Doc's 67% Box Office Plunge Sparks Market Concerns for Amazon MGM.** The Brett Ratner-directed documentary earned just $2.4 million in its second North American weekend despite adding 300 theaters, down 67% from debut and totaling $13.4 million against Amazon MGM's $40 million acquisition plus $35 million marketing costs, signaling potential flop status.[1][2] Amazon MGM domestic distribution head Kevin Wilson framed the drop as validating their "wholistic distribution strategy, building awareness... ahead of the film's eventual debut on Prime Video," though analysts eye pressure on studio shares amid the high-stakes underperformance.[1][2]