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Melania Trump Documentary Opens Strong at Box Office Despite Mixed Reviews
Promoted by President Donald Trump as “a must watch,” the documentary “Melania” surprised industry analysts by generating $7 million in opening weekend ticket sales, according to studio estimates released Sunday.
The documentary’s release represents an unprecedented cinematic event in American politics. Amazon MGM Studios invested heavily in the project, paying $40 million for distribution rights plus an additional $35 million in marketing costs, making it the most expensive documentary production in film history.
Directed by Brett Ratner, who had been largely absent from Hollywood since facing sexual misconduct allegations in 2017, “Melania” opened in 1,778 theaters nationwide. The film offers an intimate look at the first lady over a 20-day period last January, leading up to President Trump’s second inauguration.
While the $7 million opening wouldn’t typically justify such a significant financial investment, it represents a remarkable achievement in the documentary genre. Industry experts note it’s the strongest opening weekend for a non-concert documentary in 14 years, far exceeding pre-release projections of $3-5 million.
The documentary’s release breaks with longstanding White House tradition, as presidential families have historically avoided releasing memoirs or documentaries during their time in office to prevent the appearance of profiting from their position.
Trump himself actively promoted the film, hosting a premiere at the Kennedy Center attended by Cabinet members and congressional representatives. At the event, director Ratner downplayed box office expectations, remarking, “You can’t expect a documentary to play in theaters.” A week earlier, the White House had hosted a black-tie preview attended by high-profile figures including Amazon CEO Andy Jassy, Apple CEO Tim Cook, and former boxer Mike Tyson.
The film’s release coincided with a tumultuous news cycle dominated by coverage of federal immigration enforcement actions in Minnesota, following a fatal shooting of 37-year-old Alex Pretti by a U.S. Border Patrol agent in Minneapolis.
Critical reception for “Melania” has been overwhelmingly negative. The Guardian’s Xan Brooks likened it to a “medieval tribute to placate the greedy king on his throne,” while Variety’s Owen Gleiberman described it as a “cheese ball infomercial of staggering inertia.” The Hollywood Reporter’s Frank Scheck was equally dismissive, writing, “To say that ‘Melania’ is a hagiography would be an insult to hagiographies.”
Despite the critical drubbing, audience reception tells a different story. The film earned an “A” CinemaScore from moviegoers, indicating strong approval from those who purchased tickets. Demographic data reveals the audience was predominantly female (72%), over 55 years old (72%), and white (75%). As anticipated, the documentary performed particularly well in southern states, with Florida and Texas among its strongest markets.
David A. Gross, who runs movie consulting firm FranchiseRe, characterized the opening as “excellent for a political documentary.” He added, “For any other film, with $75 million in costs and limited foreign potential, it would be a problem. But this is a political investment, not a for-profit movie venture, and if it helps Amazon with regulatory, taxation, tariff or other government issues, then it will pay back. $75 million is insignificant to Amazon.”
The documentary marks Ratner’s return to filmmaking following sexual misconduct allegations made by multiple women, including actor Olivia Munn, in 2017. Ratner has consistently denied these allegations. His career rehabilitation appears to be gaining momentum, as Paramount Pictures announced plans last fall to distribute “Rush Hour 4” with Ratner at the helm, reportedly after President Trump’s intervention.
Following its theatrical run, “Melania” will stream globally on Prime Video. However, international distribution has faced challenges, with South African distributor Filmfinity recently withdrawing from releasing the film, citing “recent developments.” International box office returns are expected to be minimal.
Meanwhile, the weekend’s top-grossing film was Sam Raimi’s survival thriller “Send Help,” starring Rachel McAdams and Dylan O’Brien. The Disney release opened with $20 million against a $40 million budget. Microbudget sci-fi horror film “Iron Lung,” directed by YouTuber Markiplier, surprised with a strong second-place finish of $17.9 million, while Jason Statham’s action thriller “Shelter” debuted with $5.5 million.
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14 Comments
While some critics may have panned the film, the box office numbers suggest there’s significant public interest in learning more about Melania Trump. It will be worth following how the documentary performs longer-term.
The fact that it’s the most expensive documentary production in history is quite remarkable. I imagine the filmmakers are hoping the strong opening will carry through to sustained ticket sales.
The fact that this documentary about Melania Trump is the most expensive in history shows the level of investment and interest in her story. I’m curious to see how the final product is received by both critics and the general public.
Given the director’s past controversies, I wonder how that may factor into the film’s reception and whether it will impact the public’s willingness to engage with the documentary.
It’s intriguing that a documentary about Melania Trump would generate such a significant opening weekend box office, especially given the mixed critical reception. I wonder what aspects of her story the film focuses on to resonate with audiences.
The high production budget and marketing costs indicate the studio’s confidence in the film’s ability to attract viewers, despite the lukewarm reviews from some critics.
Interesting that a documentary about Melania Trump would generate such strong opening weekend ticket sales. I wonder what the film’s focus is and how it’s portrayed her as a public figure.
Given the high production budget, it seems the filmmakers really invested in providing an intimate look at the First Lady. I’m curious to see how it’s received by audiences.
While the strong opening weekend ticket sales are noteworthy, I’m more interested in how the documentary’s portrayal of Melania Trump will be perceived over time. Documentaries often reveal new insights about public figures.
The unprecedented financial investment in this project suggests the filmmakers are hoping to capture the public’s attention and provide a deeper understanding of the First Lady’s life and role.
A $7 million opening weekend for a documentary is certainly an impressive feat, especially given the mixed reviews. I wonder if the public’s interest in the First Lady is driving much of that initial box office success.
It will be interesting to see if the film can maintain that momentum or if the mixed critical reception ends up impacting its longer-term performance.
The strong opening weekend for the Melania Trump documentary is certainly surprising, given the mixed critical response. It will be interesting to see if the public’s curiosity about the First Lady can sustain the film’s box office performance.
With the director’s past controversies, I’m curious to see how that may influence the public’s perception of the documentary and its overall impact.