'Melania' broke a box office record. Here's why it's still not a success — yet

Amazon's Melania Trump documentary overperformed at the box office, but Amazon has a long way to go before breaking even.

‘Melania’ Arrives With Strong Box Office Showing for a Documentary

Amazon backed up the Brink’s trucks for the vanity film, resulting in weekend ticket sales of about $7 million in North America, enough for third place.
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‘Melania' Overperforms In Red Zone Cinemas With ‘A' CinemaScore & Best Opening For Documentary In Decade With $7M – Box Office

Was it packed houses or empty auditoriums juiced by group sales? That’s the obsession over the opening Amazon MGM Studios’ $75M First Lady Melania documentary from Brett Ratner which debuted to a $7M, ...