MGM Says Melania’s 67 Percent Drop-Off Is Good, Actually

Nothing to see here, folks.
Photo: Alex WROBLEWSKI/AFP via Getty Images

Melania added another $2.37 million to its box office in its second week of release. Still pretty good numbers for a documentary. Well, a doc that isn’t about a musician. Or nature. People like nature. The documentary about the First Lady is still running in 2,003 theaters, so the PTA isn’t exactly at PTA levels. It’s also a 67 percent drop-off, which is almost as bad as Ant-Man and the Wasp: Quantumania. Amazon paid $40 million for Melania and reportedly spent an additional $35 mil on marketing, so that puts the current total of $13.35 million domestic (Amazon MGM isn’t sharing the international) into perspective.

But if you believe Amazon MGM’s head of domestic theatrical distribution Kevin Wilson, it’s actually fantastic. In what Variety called an “unusual move,” Wilson gave a statement about how Melania’s box office is great, and things are great, and isn’t that great? “Melania’s strong theatrical performance is a critical first moment that validates our wholistic distribution strategy,” he said, “building awareness, engagement, and provides momentum ahead of the film’s eventual debut on Prime Video.”

Additionally, Wilson also defended the theatrical window as a concept in his statement. Sarandos shade? “Together, theatrical and streaming represent two distinct value creating moments that amplify the film’s overall impact,” he said. “Audience response is already validating this approach, with exit data showing strong intent to rewatch on Prime Video and meaningful interest in the forthcoming docuseries.” Yes, there’s going to be a Melania Trump docuseries, too. Presumably it will be assembled from all the scintillating footage Brett Ratner had to leave on the cutting-room floor.