Melania Documentary Plummets 67% at Box Office After Strong Debut

• The Melania Trump documentary "Melania" saw a sharp 67% decline in its second weekend, earning $2.4 million.
• Despite adding 300 theaters, the film's rapid downturn suggests it's heading towards flop territory given its $40 million acquisition cost and $35 million marketing budget.
• Amazon MGM's head of domestic distribution, Kevin Wilson, framed the box office performance as a "critical first moment" validating their strategy ahead of its Prime Video debut.
• Super Bowl weekend was the slowest moviegoing weekend of 2024, with studios focusing on advertising upcoming films to the massive TV audience.
• The survival thriller "Send Help" repeated as No. 1 with $10 million, while the indie film "Iron Lung" earned $6.2 million on a $3 million budget.