Here’s a shocking truth: even a documentary about one of the most talked-about figures in recent history can’t escape the shadow of the Super Bowl. But here’s where it gets controversial—while the survival thriller Send Help clung to the top spot at the box office, Melania, the highly anticipated documentary about Melania Trump, took a nosedive in its second weekend. And this is the part most people miss: despite adding 300 theaters, the film’s ticket sales plummeted by 67%, raising questions about its $75 million investment. Is this a flop, or just a blip in its journey to streaming success? Let’s dive in.
The Super Bowl weekend is notoriously slow for cinemas, and this year was no exception—in fact, it marked the lowest moviegoing turnout in recent memory. Studios, however, weren’t sitting idly by. Instead, they seized the opportunity to showcase trailers for upcoming blockbusters to the massive NFL audience. Among the highlights were Disney’s Mandalorian and Grogu, Lionsgate’s Michael, and Universal’s The Super Mario Galaxy Movie. These high-profile previews aimed to build buzz for films that will dominate theaters later in the year.
Meanwhile, Send Help, directed by Sam Raimi, led the box office with $10 million in its second weekend, bringing its global total to $53.7 million. This mid-budget thriller has proven to be a solid performer, while Disney’s Zootopia 2 continued its remarkable run, surpassing $1.8 billion worldwide in its eleventh week.
Melania, however, tells a different story. Despite its high-profile subject and substantial marketing budget, the documentary grossed just $2.4 million in its second weekend, a steep drop from its debut. Amazon MGM’s $40 million acquisition cost, plus $35 million in marketing, now looks like a risky bet. The film’s North American total stands at $13.4 million, and international numbers are expected to be underwhelming. Is this a case of audience disinterest, or did the film fail to deliver on its promise?
Kevin Wilson, head of domestic distribution for Amazon MGM, defended the film’s performance, calling it a “critical first moment” that builds momentum for its eventual Prime Video release. But late-night hosts like Stephen Colbert and Jimmy Kimmel weren’t buying it, with Kimmel labeling the results a “rigged outcome.” Ouch.
Elsewhere, the romantic comedy Solo Mio debuted strongly with $7.2 million, a win for Angel Studios, while the K-pop concert film Stray Kids: The Dominate Experience opened with $5.6 million. Dracula, directed by Luc Besson, brought in $4.5 million, and the indie sensation Iron Lung continued to surprise, earning $6.2 million in its second weekend on a mere $3 million budget.
But here’s the real question: does Melania’s box office failure reflect a lack of interest in its subject, or is it a symptom of broader challenges in documentary filmmaking? Share your thoughts in the comments—we want to hear from you!
