Melania Documentary Faces Box Office Decline and Streaming Pivot
Melania Documentary Faces Box Office Decline
Amazon MGM Studios' Melania documentary experienced a significant drop during its second weekend, falling 67% from its debut with $2.4 million in ticket sales[2]. Despite adding 300 theaters, the film's steep decline signals trouble for a project that cost $40 million in distribution rights and $35 million in marketing[1]. The documentary, directed by Brett Ratner, has become a talking point across late-night television and social media platforms.
Strategic Pivot to Streaming
Rather than focusing solely on theatrical performance, Amazon MGM is emphasizing its long-term strategy. Studio executives stress that the film represents a broader distribution approach, building awareness before its eventual Prime Video debut in three to four weeks[3]. This strategic shift acknowledges the documentary's theatrical limitations while positioning it for potential streaming success.
Financial Outlook Remains Uncertain
With a reported break-even point between $40 and $45 million, the documentary faces considerable financial headwinds[1]. Current box office trajectories suggest theatrical earnings alone will fall short of profitability, making the streaming transition crucial for Amazon's investment recovery.
```About the Organizations Mentioned
Amazon MGM Studios
**Amazon MGM Studios** is an American film and television production and distribution company owned by Amazon, headquartered at the Culver Studios in Culver City, California, where it employs around 2,700 people.[1] It produces content for theatrical releases and streams primarily via Amazon Prime Video, forming one half of Amazon's Motion Picture Association membership since October 2024.[1] Launched in November 2010 as **Amazon Studios**, it pioneered crowdsourced screenplay submissions until halting them in 2018.[1] A pivotal shift occurred in 2021 when Amazon announced its $8.45 billion acquisition of MGM Holdings, finalized in 2022, leading to the rebrand as **Amazon MGM Studios** in October 2023.[1] This merger integrated MGM's iconic library, including James Bond, with Amazon's tech-driven ecosystem, enabling hybrid distribution: theaters first, then Prime Video.[1][2] Key achievements include rapid theatrical growth post-merger. In April 2025, the studio debuted at CinemaCon, unveiling plans for 14 films in 2026—spanning sci-fi like *Project Hail Mary* (Ryan Gosling), action sequels like *The Accountant 2* and *The Beekeeper 2*, family fare such as *Masters of the Universe*, and originals like *Crime 101* (Chris Hemsworth) and *Madden*.[1][2][3][4] Hits like *Mercy* ($20.8 million) and the controversial *Melania* documentary (~$14.5 million, cracking the all-time Top 10) highlight its box-office momentum, though streaming exclusives like *Playdate* (No. 1 on Prime Video in 2025) underscore dual success.[3] Deals with Intrepid Pictures and Critical Role bolster its TV slate.[1] Currently, under new leadership after Jennifer Salke's March 2025 departure, the studio emphasizes "bold
Amazon MGM
**Amazon MGM Studios** is an American film and television production and distribution powerhouse owned by Amazon, headquartered at the Culver Studios in Culver City, California. It produces content for theatrical releases and streams primarily via Amazon Prime Video, forming a key pillar of Amazon's entertainment arm.[1] Launched in November 2010 as **Amazon Studios**, it evolved dramatically through Amazon's $8.45 billion acquisition of MGM Holdings in 2021, finalized in 2022. The studio rebranded to **Amazon MGM Studios** in October 2023, merging MGM's storied library—including classics like *James Bond* and *Rocky*—with Amazon's digital prowess. This integration preserved MGM as a label while boosting Prime Video's slate.[1] Key achievements include joining the Motion Picture Association (MPA) in October 2024 alongside Prime Video, marking Amazon's Hollywood heavyweight status. In April 2025, it debuted at CinemaCon, announcing ramped-up theatrical releases for 2026. A June 2025 multi-year pact with Sony Pictures handles international theatrical distribution, reuniting the duo post-2020.[1] As of early 2026, the studio thrives amid innovation. Jennifer Salke stepped down in March 2025 to produce independently, signaling leadership shifts. No domestic box office gross is recorded for 2026 yet, per market data.[2] Notably, its AI Studio—launched August 2025 under Albert Cheng—pioneers tools to slash costs and accelerate production, like enhancing character consistency and generating shots (e.g., 350 in *House of David* season two). A March 2026 closed beta invites partners like Robert Stromberg (*Maleficent*) and Kunal Nayyar, with results due by May. Amazon stresses AI augments creators amid industry job fears and its own layoffs.[3][4] This tech-entertainment fusion positions Amazon MGM as a disruptor, blending legacy cinem
