The Melania Trump documentary Melania experienced a dramatic 67% decline in ticket sales during its second weekend in US theaters, as the Super Bowl weekend proved to be a historically quiet period for cinema attendance across North America.
Super Bowl Weekend Slows Box Office Activity
Super Bowl weekend consistently ranks among the quietest periods for cinema attendance, and this year marked an exceptionally slow period for moviegoing. Recognizing this trend, major studios shifted their focus to advertising upcoming blockbusters during the massive television audience tuning into the NFL broadcast.
High-profile trailers set to air during the Super Bowl included The Walt Disney Co.'s Mandalorian and Grogu, Lionsgate's Michael Jackson biopic Michael, and Universal Pictures' The Super Mario Galaxy Movie.
Box Office Leaders and Losers
According to studio estimates released on Sunday, the Disney-20th Century Studios survival thriller Send Help, directed by Sam Raimi, maintained its top position with $10 million in its second weekend. The R-rated film has now accumulated $53.7 million globally, establishing itself as a solid mid-budget success.
Meanwhile, Disney's remarkably enduring animated feature Zootopia 2 surpassed an impressive $1.8 billion worldwide in its eleventh week of release, demonstrating exceptional staying power in theaters.
Melania's Steep Decline
The Amazon MGM documentary Melania, directed by Brett Ratner, added 300 theaters in its second weekend but dropped steeply to just $2.4 million in ticket sales. This represents a 67% decline from its much-discussed debut weekend.
The rapid downturn suggests the documentary is likely heading toward flop territory given its substantial production costs. Amazon MGM paid $40 million for film rights plus approximately $35 million for marketing expenses. The North American total for Melania now stands at $13.4 million, with international figures expected to be minimal.
Kevin Wilson, head of domestic distribution for Amazon MGM, defended the film's performance, stating that the box-office results "is a critical first moment that validates our wholistic distribution strategy, building awareness, engagement, and provides momentum ahead of the film's eventual debut on Prime Video."
Late-Night Commentary
The documentary's ticket sales became a talking point throughout the week, with late-night hosts Stephen Colbert and Jimmy Kimmel offering critical commentary. Kimmel notably described the sales figures as a "rigged outcome," reflecting the broader cultural conversation surrounding the film's reception.
Other Notable Releases
Elsewhere in theaters, several other films made significant impacts during the Super Bowl weekend:
- The Italy-set Kevin James romantic comedy Solo Mio debuted with a robust $7.2 million, representing a major win for Christian-oriented Angel Studios.
- Stray Kids: The Dominate Experience, a K-pop concert film released by Bleecker Street, launched with $5.6 million.
- The Luc Besson-directed Bram Stoker adaptation Dracula opened with $4.5 million, marking a studio-best debut for indie distributor Vertical.
Independent Success Story
One of the most unusual releases currently in theaters remains the low-budget indie film Iron Lung. YouTube filmmaker Markiplier (real name Mark Fischbach) self-financed and self-distributed the R-rated video game adaptation, along with writing, directing, and starring in the production.
In its second weekend, Iron Lung collected $6.2 million, bringing its two-week total to $31.2 million against a production cost of just $3 million, representing an extraordinary return on investment.
Top 10 Domestic Box Office Performers
With final domestic figures scheduled for release on Monday, estimated ticket sales for Friday through Sunday at U.S. and Canadian theaters, according to Comscore, ranked as follows:
- Send Help: $10 million
- Solo Mio: $7.2 million
- Iron Lung: $6 million
- Stray Kids: The Dominate Experience: $5.6 million
- Dracula: $4.5 million
- Zootopia 2: $4 million
- Avatar: Fire and Ash: $3.5 million
- The Strangers: Chapter 3: $3.5 million
- Shelter: $2.4 million
- Melania: $2.4 million
