Amazon does damage control as Melania Trump documentary sees plunge in ticket sales

Culver City, California - Amazon MGM recently defended their expensive documentary about First Lady Melania Trump after ticket sales plummeted.

Amazon MGM released a statement over the weekend after ticket sales for the Melania movie dropped 67% during its second week in theaters.
Amazon MGM released a statement over the weekend after ticket sales for the Melania movie dropped 67% during its second week in theaters.  © Collage: IMAGO / imagebroker & ALEX WROBLEWSKI / AFP

Per Variety, Kevin Wilson, the company's head of domestic theatrical distribution, shared a statement on Saturday, explaining that the company's plans to release the film – aptly titled Melania – on streaming following its theatrical run "represent two distinct value-creating moments that amplify the film's overall impact."

He further claimed that the "audience response is already validating this approach."

"Melania's strong theatrical performance is a critical first moment that validates our holistic distribution strategy, building awareness, engagement, and provides momentum ahead of the film's eventual debut on Prime Video," Wilson said.

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The statement comes after the film, which Amazon purchased the license of for $40 million, earned $7 million in its first weekend – an impressive draw for a documentary.

But in its second week, the film only pulled in $2.37 million, a 67% drop from the previous week.

Most films currently in theaters suffered a slump, which is typical ahead of Super Bowl Sunday.

Send Help, a horror film directed by Sam Raimi that was released the same week as Melania, remains in the no. 1 spot, but slumped 47% in sales in its second week.

Melania has been panned by critics, as it currently holds an 8% on Rotten Tomatoes and a 1.3 out of 10 on IMDB, while the first lady's husband, President Donald Trump, has called it "A MUST WATCH!"

Cover photo: Collage: IMAGO / imagebroker & ALEX WROBLEWSKI / AFP

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