Amazon execs pray that new scheme wins 'Melania' viewers after disastrous box office crash

After a second disastrous weekend drop in ticket sales for the much-maligned “Melania” movie, executives at Amazon Studios are pinning their hopes on new Prime Video sign-ups when the box office disaster becomes available for streaming.

The controversial documentary, which has been viewed by tens of thousands of empty seats in three weeks of release, came in a dismal 15th place with an estimated $886,000 over the Valentine's Day weekend on 1,204 screens, far behind new release ‘Wuthering Heights,” which made an estimated $34,800,000 in three days.

With the “Melania” movie making only $15,432,071 after three weekends following its release, there is growing anxiety among studio executives that the film, which cost Amazon a reported $75 million including promotional costs, is light years from coming close to breaking even.

After back-to-back weeks of attendance dropping over 60 percent each weekend, the Daily Beast is reporting that Amazon MGM distribution chief Kevin Wilson attempted to downplay fears by telling reporters the documentary about Donald Trump’s third wife passed “a critical first moment that validates our holistic distribution strategy, building awareness, engagement, and provides momentum ahead of the film’s eventual debut on Prime Video.”

That said, the report notes that Amazon execs are hoping the devastating ticket shortfall will be mitigated by new customers signing up and paying for Amazon Prime for the express purpose of watching the film after it makes it streaming premiere.

According to the Beast’s Julia Ornedo, “Amazon MGM has maintained that Melania will muster strong numbers on streaming to make up for its poor box office showing. The studio said it plans ‘to recoup some of the cost of the film when it streams on Prime Video through advertising and Prime signups,’ though it has not yet announced a streaming release date.”

Amazon’s Wilson said, “Together, theatrical and streaming represent two distinct value-creating moments that amplify the film’s overall impact.”

You can read more here.