Source: Fortune.com
Summary
The documentary “Melania” about Melania Trump debuted with $7 million in ticket sales, according to studio estimates. Amazon MGM Studios paid $40 million for the rights and $35 million to market it, making it the most expensive documentary ever. The film, directed by Brett Ratner, was released in 1,778 theaters and received mixed reviews from critics but a positive response from audiences, with an “A” CinemaScore.
Our Reading
The numbers tell one story. “Melania” opened with $7 million, a success by documentary standards, but a flop by most film standards. Amazon MGM Studios invested $75 million in the film, which is “insignificant” to the company, according to David A. Gross. The film’s release was unlike any seen before, with a premiere at the Kennedy Center and a black-tie preview at the White House. The documentary’s success is seen as a “political investment” rather than a for-profit movie venture. The film’s director, Brett Ratner, has been accused of sexual misconduct, and its release has been met with mixed reviews from critics.
The announcement sounds familiar: a big investment, a big premiere, and a big question mark on the return on investment. But in this case, the return may not be measured in dollars and cents, but in regulatory favors and government issues.
