Точка Синхронізації

Amazon MGM Studios experienced a sharp 67% decline in box office revenue for its biographical documentary 'Melania' during its second weekend in North American theaters, following a surprising initial surge in ticket sales. The film, which explores the life and public role of former First Lady Melania Trump, struggled to maintain its momentum as audience interest waned significantly across major cinema circuits between its first and second weeks of release. This steep drop-off underscores the volatility of political documentaries in the current theatrical market, despite a debut that had previously outperformed industry expectations. The documentary's initial success was viewed by analysts as a victory for niche programming, but the subsequent collapse in earnings suggests a front-loaded audience primarily composed of core supporters. Industry experts point out that a 67% decline is considered high even by blockbuster standards, where a 50% drop is the typical benchmark for a stable run. The film's performance highlights the challenges streaming giants like Amazon face when attempting to monetize politically charged content through traditional theatrical windows before moving them to digital platforms. While Amazon has not released the specific dollar amounts for the documentary's total earnings, the percentage decrease indicates a rapid exhaustion of the domestic market. The data suggests that while there was an immediate curiosity or organized push to see the film upon its premiere, it failed to generate the sustained word-of-mouth necessary for a long-term theatrical stay. As the film concludes its primary run, it is expected to transition quickly to Amazon’s Prime Video service, where the studio likely anticipates finding a larger, more consistent global audience.