Monday, February 9, 2026- Amazon MGM Studios is pushing back publicly after the documentary Melania — about First Lady Melania Trump — saw a steep box‑office decline over Super Bowl weekend, dropping sharply from its strong opening showing. The film, which debuted with one of the highest documentary openings in years, fell roughly 67 percent in ticket sales in its second weekend, landing near the bottom of the box‑office chart during a traditionally slow period for movie theaters.
In response to the disappointing theatrical performance, Amazon MGM issued a statement defending its strategy, emphasizing that the film’s theatrical run was just one part of a broader distribution plan designed to build awareness ahead of its eventual streaming debut. Studio executives argue that strong initial interest and viewership potential on Prime Video still offer value, even as the weekend returns underwhelmed relative to initial expectations.
The documentary has sparked widespread debate — from critical reviews to political commentary — with some pundits questioning its financial performance and broader cultural impact. Despite the box‑office slump, Amazon MGM maintains that its longer‑term approach, leveraging both theaters and streaming platforms, could still pay dividends beyond immediate ticket sales.
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