The documentary 'Melania', directed by Brett Ratner, chronicles the life of the first lady during the critical 20 days leading up to Donald Trump's inauguration in January 2025. Despite an impressive opening weekend, where the film garnered $7.2 million domestically, its second week's revenue saw a drastic decline of 67%, dropping it from the third position to the tenth in the US box office rankings. This decrease suggests that the initial public interest may have been quickly exhausted.

In response to the disappointing box office figures, Amazon, which distributed the film, issued a statement emphasizing its overall positive performance and the expected long-term success through streaming. Amazon MGM distribution chief Kevin Wilson noted that the initial theatrical performance validates their broader distribution strategy, which aims to build brand awareness and maintain audience engagement prior to the film's eventual release on Prime Video.

This situation highlights the volatility of box office performance, especially for niche documentaries, and raises questions about audience engagement strategies in an era where streaming services are increasingly dominating the market. The reliance on box office metrics must be balanced with projections for streaming success, as evidenced by Amazon's optimistic outlook for 'Melania'.