Melania Trump adviser says 'Melania' beat Tom Cruise's 'Digger' per theatre; both films flopped
Marc Beckman, a senior adviser to Melania Trump, said the documentary 'Melania' outperformed Tom Cruise's 'Digger' by about 67% per theatre. Left-leaning outlets note that both films lost money and that 'Digger' earned more in total.
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The story, neutrally told
Left · 2Marc Beckman, senior adviser to Melania Trump and a producer on the documentary "Melania", posted on X that the film outperformed Tom Cruise's "Digger" by roughly 67% on a per-theatre basis. Raw StoryL “Marc Beckman, the first lady's senior adviser and a producer on "Melania," posted the comparison on X on Tuesday.” Read at Raw Story ↗ VarietyLC ““On a per-theater basis, ‘Melania’ outperformed Tom Cruise’s ‘Digger’ by approximately 67%, despite opening in roughly half as many theaters,” Beckman posted.” Read at Variety ↗ Left · 1Beckman noted that "Digger" played in 1,543 more theatres than "Melania". Raw StoryL “(Digger played in 1,543 more theaters than MELANIA.)” Read at Raw Story ↗ Left · 1Variety gives the figures behind the comparison: "Melania" opened in January with $7.1 million from 1,778 North American theatres (about $4,000 per theatre), while "Digger" took $8 million domestically from 3,321 theatres ($2,408 per theatre). VarietyLC ““Melania” released in theaters in January and earned $7.1 million in its debut from 1,778 theaters in North America (a per-theater average of around $4,000).”“grossed $8 million in its domestic debut from 3,321 theaters (a per-theater average of $2,408).” Read at Variety ↗
Left · 1In a follow-up post, Beckman said "Melania" generated $4,027 per theatre in its opening weekend, more than three times the per-theatre figure of a recent Julia Roberts wide release and approaching Leonardo DiCaprio's. VarietyLC ““‘Melania’ generated $4,027 per theater during opening weekend —more than three times the per-theater performance of Julia Roberts’ recent wide release and approaching Leonardo DiCaprio’s” Read at Variety ↗ Left · 1"Digger", a satirical black comedy directed by Alejandro G. Iñárritu in which Cruise plays an oil tycoon whose drilling sets off a climate disaster, earned $8 million domestically and $20 million worldwide in its opening weekend, according to The Daily Beast as cited by Raw Story. Raw StoryL “The film earned $8 million domestically and $20 million worldwide in its opening weekend, according to The Daily Beast, which cited Deadline's report of a $160 million budget.” Read at Raw Story ↗ Left · 1Variety reports the film's budget was above $160 million, with about $100 million more spent on marketing, and says it would need about $350 million worldwide to break even. Variety also reports that it is expected to cost Warner Bros. at least $150 million to $200 million theatrically. VarietyLC ““Digger” cost an extra $100 million to market and would need to gross $350 million in theaters worldwide just to break even at the box office.”“The film is now expected to lose Warner Bros. at least $150 million to $200 million theatrically.” Read at Variety ↗
Left · 2Both outlets point out what Beckman's comparison leaves out. "Melania" opened below "Digger" in total takings and finished with about $16.6 million worldwide, against a reported cost to Amazon of $40 million to acquire it plus $35 million for marketing. Raw StoryL “"Melania" opened to just over $7 million, less than "Digger," and finished its run with about $16.6 million worldwide, The Daily Beast reported.” Read at Raw Story ↗ VarietyLC “a financial bomb theatrically considering Amazon paid $40 million to acquire “Melania” and then spent an additional $35 million on marketing.” Read at Variety ↗ Left · 2Variety adds that "Melania" fell 67% in its second weekend. Raw Story, citing The Mirror, says the film holds a 9 percent critics' score on Rotten Tomatoes against a 99 percent audience score. VarietyLC ““Melania” declined 67% in its second weekend of release.” Read at Variety ↗ Raw StoryL “The Brett Ratner-directed film holds a 9 percent critics' score on Rotten Tomatoes, according to The Mirror.” Read at Raw Story ↗ Left · 1Raw Story says Melania Trump has announced a new Amazon Prime Video docuseries about her life, which she hinted could arrive in November, and that HuffPost called Beckman's post a "weird film flex". Raw StoryL “Melania Trump has since announced a new Amazon Prime Video docuseries about her life, which she hinted could arrive in November, The Daily Beast reported.”“HuffPost called the Melania aide's brag a "weird film flex."” Read at Raw Story ↗
Every sentence links to the reporting it rests on. The pill in front of each says where its sources sit: Left, Centre or Right when one side supplies at least half of them, Mixed when they are evenly split. The number is how many outlets it cites.
Left2 outlets
- Framing
- Both outlets present Beckman's post as spin around a flop. They set his per-theatre claim against both films' poor overall results.
- Emphasis
- Raw Story stresses critics' reception and the cost to Amazon. Variety stresses the per-theatre and budget numbers and Digger's expected losses.
- Leaves out or plays down
- Neither outlet includes a response from Cruise's camp or Warner Bros. to the comparison, and neither includes a response from Beckman to the criticism.
- Charged language
- “victory lap”“weird flex”“box office bomb”“much-reviled”“abomination of filmmaking”
Centre0 outlets
No centre outlet in our sources has covered this story yet.
Right0 outlets
No right outlet in our sources has covered this story yet.
What every side reports
- Marc Beckman posted that 'Melania' beat 'Digger' by about 67% per theatre, noting 'Digger' played in 1,543 more theatres.
- 'Digger' opened to about $8 million domestically, slightly more than 'Melania' did.
- 'Melania' finished with about $16.6 million worldwide against a reported $75 million Amazon outlay ($40 million acquisition, $35 million marketing).
Where accounts differ
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Whether the per-theatre comparison is a meaningful success
- Left
- Raw Story calls it a 'weird flex' and 'victory lap' that 'leaves a few things out'. Variety says the film 'also flopped', though it calls $16.6 million 'a strong haul for a documentary'. Beckman's posts describe 'extraordinary theatrical drawing power'.
Melania Trump person
Her senior adviser Marc Beckman presents 'Melania' as a theatrical success on efficiency, saying it did not need Hollywood-scale distribution. Melania Trump herself is not quoted in the coverage on the comparison.
“The results demonstrate something unmistakable: ‘Melania’ did not need Hollywood-scale distribution to command a Hollywood-scale audience.”” — Variety
Tom Cruise person
Cruise is quoted as saying he does not make movies with opening weekend in mind and wants to make a lasting piece of cinema. He is not quoted responding to Beckman.
“I feel very much like we’re going to make something that is a lasting piece of cinema.”” — Variety
Digger (film) other
Coverage describes 'Digger' as a major flop, Cruise's weakest opening in nearly two decades, and a likely heavy loss for Warner Bros.
“It was Cruise's weakest opening in nearly two decades.” — Raw Story
Left2 articles
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A-list movie star targeted by Melania Trump team with 'weird flex' about box office bomb
Critical Treats Beckman's post as a boast that omits the film's poor total gross, costs and reviews.
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Critical Reports Beckman's claims in detail, then adds the numbers and notes both films were theatrical flops.
Centre0 articles
No coverage yet.
Right0 articles
No coverage yet.
- 7 Oct 12:33 First Raw StoryL A-list movie star targeted by Melania Trump team with 'weird flex' about box office bomb
- 7 Oct 21:38 +9h 5m VarietyLC Melania Trump’s Advisor Shades Tom Cruise’s ‘Digger’ After Box Office Bomb — Even Though ‘Melania’ Doc Also Flopped in Theaters
Times are when each article was published, or when we first saw it if the outlet gave no time.