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PR expert gives blunt verdict as Meghan Markle's documentary Cookie Queens flops

EXCLUSIVE: A PR expert has given her take on the Duchess of Sussexs numerous business ventures, as she claims Harry and Meghan have built their careers on being talked about

[Meghan and Harry produced a documentary under their Archewell Productions company]

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Meghan and Harry produced a documentary under their Archewell Productions company(Image: AFP via Getty Images)

Prince Harry and Meghan Markle are the producing names behind a new documentary, which premiered last weekend in select American cinemas, and after a disappointing opening, has flopped at the box office.

The Duke and Duchess of Sussex produced the documentary film titled Cookie Queens - a coming-of-age story detailing fundraising efforts by US Girl Scouts through cookie sales - under their Archewell Productions company. However, initial viewing figures show that the movie did not make the Top Ten releases, and was beaten at cinemas by a compilation film of the worlds best cat videos at the US box office over the same period.

And according to PR expert Mayah Riaz, there are multiple elements at play when looking at the initial release of the documentary. Mayah told the Mirror that the niche subject matter of the film, as well as the local US release, could be contributing factors to audience numbers.

[Harry and Meghan attended the world premiere of Cookie Queens in January at the Sundance Film Festival]

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Harry and Meghan attended the world premiere of Cookie Queens in January at the Sundance Film Festival(Image: Getty Images)

The PR expert said: "I would be careful about viewing the box office result as a straightforward verdict on Harry and Meghan themselves. Cookie Queens is a niche documentary about Girl Scouts and their cookie-selling competition, so it was never going to have the natural commercial pull of a major mainstream film. It also had a relatively limited theatrical release, so making a direct comparison with a conventional blockbuster is difficult.

Despite the hurdles of their documentary release, Mayah believed that Harry and Meghans profile is no longer enough to carry a project, as the Sussexs continue to be divisive public figures.

I do think there is a bigger PR issue here, she said. Harry and Meghan have built a huge amount of their profile around being talked about, but there is an important difference between generating headlines and generating audiences."

[Meghan Markle]

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The film has flopped at the box office on its opening weekend (Image: Roadside Attractions via Getty Images)

She continued: Their names can still dominate the news cycle, but that does not necessarily mean people will spend money or time consuming every project they attach themselves to. In fact, I think the irony is that the less controversial the project becomes, the harder it can be for them to generate genuine curiosity.

Mayah explained that Harry and Meghans biggest projects came when they were promising to air revelations from their time as working royals, such as their 2022 Netflix docuseries. But now, by branching into more specialised subjects, their name is royal connections are no longer enough to generate widespread interest.

She said: Their biggest successes came when there was a very clear story and a sense that viewers were going to hear something they had not heard before. With Cookie Queens, there is no royal drama, no big revelation and arguably very little reason for someone who is not already interested in the subject to seek it out.

Another issue is awareness. I dont think everyone even knew this film was coming out, particularly in the UK. Harry and Meghan have an extraordinary ability to attract media coverage, but publicity around a project is not the same as a properly executed campaign designed to convert that awareness into ticket sales. Its possible to win the headline and still lose the audience.

[PR expert Mayah Riaz said Meghan needs to be more 'selective' with her projects ]

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PR expert Mayah Riaz said Meghan needs to be more 'selective' with her projects (Image: Jonathan Brady/PA Wire)

Mayah also shared a word of warning for Meghan, who has numerous business ventures under her belt, such as her As Ever brand and her Netflix lifestyle programme, urging her to not over commit to any opportunity that presents itself.

She said: I believe there is a danger of brand dilution, particularly with Meghan. When you are simultaneously positioning yourself around lifestyle, food, television, products and now documentary production, the question rises of what exactly is the audience supposed to know you for?

Being multi-hyphenate can be hugely powerful, but only when there is a strong thread connecting everything. Otherwise, the risk is being everywhere without being essential anywhere.

Mayah continued: I dont think the solution is necessarily for Meghan to stop doing things. It is about being much more selective. From a PR perspective, I would rather see her attach herself to fewer projects and make each one feel like an event, rather than constantly giving the public another new venture to assess.

[The Duke and Duchess of Sussex]

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Mayah said the Sussex name is not enough to carry their projects anymore(Image: PA)

While Mayah believes the public interest in Harry and Meghan is still prevalent, it is up to them to turn the attention into tangible positive results for their projects, as audiences seem no longer convinced on the quality of a project just because the Sussex name is attached.

The PR expert said: I think the box office result says something about both the film and the Sussex brand, but I wouldnt call it proof that people have simply stopped caring about Harry and Meghan. If anything, the continued coverage shows that people remain fascinated by them. The challenge now is converting that fascination into positive audience engagement.

The biggest lesson for them will probably be that being famous can get people to notice their projects, but it cant make people want to watch it. And perhaps the most interesting thing from a PR perspective is that Harry and Meghan may now have reached the point where their biggest asset, their enormous name recognition, is also their biggest challenge. Audiences are no longer automatically buying the product simply because their names are on it. The work has to stand on its own.

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