The 'Melania' Movie Is Going to Flop. Hard

Given the historically unpopular approval ratings of the president, the general disinterest in the First Lady, and the track record for documentaries in theaters, Amazon’s $40 million Melania was already facing significant headwinds. But the fact that not even the trailer is the least bit interesting does not bode well for its box-office prospects.

I put the over/under on opening weekend at $2.1 million, and that’s <>only because the MAGA universe will encourage its followers to go see it as a means to support the administration. Trust, too, that the podcast world and cable news will spend at least one news cycle on the box-office performance of Melania, if only as a proxy for the popularity of this administration. It’s going to flop. Hard. And this thing that Amazon paid $40 million for as a way to curry favor with the administration is going to backfire because the President is not going to blame his wife for the lack of interest. He’s going to blame Amazon.