AFL chief executive Andrew Demetriou has warned Melbourne it risks losing the Queen's Birthday blockbuster fixture unless it draws a big crowd.

Demetriou has implored Demons fans to attend Monday's annual match against Collingwood at the MCG.

"If I (was a) Melbourne supporter, I would get out and support my team against Collingwood," he said.

"This is a game that has always been one we've pencilled every year in as a permanent fixture, but unless there are 60-65,000 people we would seriously consider giving that game to other clubs who are desperate to have an event.

"That game should command a 65-70,000 crowd. It's only really from the kindness of Collingwood, which I support Eddie (Collingwood president Eddie McGuire) on, that they've allowed Melbourne to have this as a home game, where they keep the gate.

"There are six or seven other clubs who would be desperate to play that game as a home game."