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Melania’ Opens to $7 Million as Amazon Banks on Long Game After $75 Million Spend

Amazon says the costly bet will pay off through Prime Video over time.

Overview

  • The film took in roughly $7 million in North America from 1,778 theaters, finishing third at the weekend box office.
  • Amazon MGM’s outlay totals about $75 million, including $40 million for rights and roughly $35 million for marketing, far above what theatrical returns alone are expected to cover.
  • Industry estimates suggest domestic break-even would require around $40–45 million, which observers say is unlikely from the theatrical window.
  • Ticket sales were strongest in Republican-leaning Sun Belt markets such as Dallas, Orlando, Tampa, Phoenix and West Palm Beach.
  • Audience and critics diverged sharply, with an A from CinemaScore and very low Rotten Tomatoes scores, as scrutiny persisted over Brett Ratner’s involvement, reports of uncredited crew, and a Wall Street Journal report that more than 70% of the rights fee went to Melania Trump.