""Melania" is expanding in its second weekend in theaters. After the Amazon MGM Studios documentary on first lady Melania Trump earned an impressive $7 million on 1,778 screens in its opening weekend, the Brett Ratner-directed doc is now going to be on almost 300 more. "Melania" will be available on a total of 2,003 screens this weekend, Business Insider can exclusively report. Amazon declined to comment."
"The doc's $7 million opening weekend box-office haul was a 10-year best for a documentary released in theaters (Whether Amazon makes back the $40 million it paid to acquire "Melania" and the $35 million it spent on marketing is another story.) Since the movie's opening, Business Insider reported that a religious freedom group said some US military were "pressured" by their commanding officers to see the movie."
Melania expands from 1,778 to 2,003 screens in its second weekend after earning $7 million in its opening weekend. The Brett Ratner-directed documentary achieved a 10-year best opening weekend for a theatrical documentary. Amazon paid $40 million to acquire the film and spent $35 million on marketing, leaving profitability uncertain. Abundant press boosted expansion to over 2,000 theaters, but Super Bowl weekend is a notoriously slow time at movie theaters and may blunt box-office legs. A religious freedom group alleged some US military were pressured to attend screenings; the Department of Defense said no directive requires service members to see the film.
Read at Business Insider
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