“Melania,” a documentary that shadows the first lady of the United States in the lead-up to Donald Trump’s second presidential inauguration, is eclipsing box office expectations.
The film has generated $7.04 million from 1,778 North American theaters, a huge start for a documentary (especially one that doesn’t involve music and isn’t about a concert). Projections, which fluctuated throughout the weekend, launched above pre-release estimates of $3 million to $5 million. Amazon MGM spent a staggering amount of money on the film, acquiring the doc for $40 million and then shelling out $35 million on the marketing spend. Theater owners keep about half of ticket sales, which will make it
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