Amazon is somehow celebrating Melania‘s opening box office numbers as a success, even though the movie is still down nearly $68 million.
Melania earned roughly $7 million on opening weekend, a feat for the documentary genre, but far from earning back the $40 million Amazon spent on the rights to the film, and the additional $35 million spent on marketing. Amazon MGM Studios’ chief of domestic distribution, Kevin Wilson, is spinning the figures as a win.
“We’re very encouraged by the strong start and positive audience response, with early box office for Melania exceeding our expectations,” Wilson told The Hollywood Reporter.
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