Documentary “Melania” Surpasses Expectations at Box Office
Despite skepticism from Hollywood critics, Amazon MGM Studios’ documentary “Melania” has made a remarkable debut, grossing $7.04 million domestically during its opening weekend. This is quite a feat, especially as the film was produced by the first lady herself.
Directed by Brett Ratner, “Melania” explores the inner experiences of the first lady in the days leading up to President Donald Trump’s second inauguration in January 2025. It managed to outdo its predecessor from 2023, which earned around $5 million, making it the best opening for a non-music documentary in over ten years. This new release broke records, setting a high bar for similar documentary films excluding concert features.
The reception of the film was surprising, with early predictions estimating its opening gross between $1 million to $5 million, and some sources indicating even lower figures around $3 million. “Melania” ended up ranking third overall for the weekend, following horror thrillers that made impressive sales.
The divide between critics and audiences has sparked considerable debate. With a low 10% score from critics on Rotten Tomatoes, many left-leaning reviewers labeled it as “Republican” and “fascist” propaganda. Conversely, audience reviews told a different story, with a rare “A” grade and a staggering 99% audience score, indicating a significant gap in opinion.
Reviews vary widely, with some calling it a “flattering” portrayal while others describe it as feeling “staged and airbrushed.” Yet, despite this polarization, about 89% of viewers who completed surveys recommended it.
In terms of demographics, a notable 72% of the audience were women, with 72% also aged over 55. Regionally, the film saw the strongest performance in the South, particularly in states like Florida and Texas. Interestingly, regional theaters contributed a significant 46% of the overall revenue, which is notably higher than the typical 30% for major releases.
Moviegoers commented on the film’s detailed visuals and emotional depth, seeing it through the lens of the first lady. However, while it has had this strong opening, profitability may still be a challenge for Amazon MGM Studios.
The studio invested $40 million for distribution rights, plus an extra $35 million on marketing, bringing the total cost to around $75 million—marking it as the most expensive documentary acquisition ever.
Kevin Wilson, who heads domestic theatrical distribution at Amazon MGM, expressed optimism about the launch, viewing it as an initial move in what he referred to as a “long tail lifecycle.” Additionally, during the premiere, Brett Ratner was questioned about any potentially questionable arrangements between the film’s production and the Trump administration, with critics suggesting the high budget was for influence rather than artistic merit.
“It wasn’t about getting rich. I think the Trumps are wealthy enough. This allowed me to hire top composers and staff… If you watch the movie, you’ll see where the money went. This wasn’t about corruption. Melania only wanted to create a great film for the audience,” Ratner stated.
