Amazon Studios' documentary "Melania" saw a steep 67% drop in box office earnings during its second weekend, marking a sharp contrast to its strong opening performance. The film initially drew interest from audiences seeking an intimate portrayal of the former First Lady, but its rapid decline indicates challenges in sustaining audience engagement. Analysts point to the film's narrow appeal amid ongoing political divisions, inconsistent audience feedback, and a limited theatrical rollout likely intended to enhance its prospects for awards consideration before transitioning to digital platforms.
The documentary’s long-term success may depend more on its availability through Amazon Prime Video than on theatrical results. With a targeted release strategy that prioritizes award-season visibility over broad cinema attendance, the film aims to reach a wider viewership after its theatrical run. This approach reflects current industry trends where high-profile documentaries about public figures are increasingly positioned for streaming debut, balancing critical acclaim with broader accessibility.