Amazon's 'Melania' documentary takes a tumble in its second weekend at the box office, despite a strong opening. The film, about First Lady Melania Trump, has grossed $13.5 million so far, but it's unlikely to break even due to Amazon's hefty investment of $40 million in acquisition and $35 million in marketing. Critics have slammed the documentary, and it received universally negative reviews, yet its 99% audience rating on Rotten Tomatoes has sparked debate. Amazon's head of domestic theatrical distribution, Kevin Wilson, defended the film's strategy, emphasizing the dual value of theatrical and streaming releases. The Super Bowl weekend typically sees a dip in movie-going, but 'Melania' still managed to drop 67% in its second weekend, falling to ninth place, while 'Send Help' only declined by 47%. The film's decline has raised questions about the effectiveness of Amazon's marketing and the film's overall appeal to audiences.
