Archewell Productions' latest documentary, Cookie Queens, executive-produced by Prince Harry and Meghan Markle, opened to a dismal $327,797 (£257,000) across 446 US cinemas, according to Box Office Mojo. The per-screen average of $17,508 (£12,970) was labelled a "pretty pitiful return" by an industry source speaking to The Times of London.
Documentary Overshadowed by Cat Videos
The film, directed by Alysa Nahmias, follows four American Girl Scouts competing to become top cookie sellers. Meghan had championed the project, recalling her own Girl Scout days with her mother, Doria Ragland, as troop leader, and hailed its "edgy yet humanising tone" as "irresistible".
However, the box office proved resistible. The documentary failed to break into the Top 10 releases, while CatVideoFest 2026 – a 70-minute compilation of internet cat clips shown on 255 screens – took in over half a million dollars. A collection of cat videos outperforming a Hollywood-backed Sussex production signals a significant setback.
Impact on the Sussex Brand
Distributors at Roadside Attractions, which acquired theatrical rights, noted that niche documentaries often enjoy a "long life" in specialist venues and community screenings. Yet for a brand built on star power and global influence, these numbers are hard to spin into a win.
Since stepping back as senior royals in 2020, Harry and Meghan have focused heavily on media ventures. However, outside their initial Netflix tell-all, public interest in Archewell's portfolio, including Polo and Live to Lead, has cooled considerably.
Cookie Queens was meant to showcase warmth, nostalgia, and authentic grit. Instead, the cold reception at cinemas suggests the public remains unconvinced. If audiences prefer paying to watch cat videos over Archewell's latest production, the message is clear: it's time to rethink the strategy.
