First Lady Melania Trump’s documentary, titled “Melania,” has taken the box office by storm. It debuted at a remarkable third position over its opening weekend, raking in more than $7 million. This impressive number marks the highest opening for a documentary in a decade, a feat highlighted by The Hollywood Reporter. Many had doubted the project even before its release, speculating it might not perform well. Yet, it has defied expectations and demonstrated significant public interest.
Jeff Bock, a senior media analyst for Exhibitor Relations, offered insight into the film’s performance, stating that anything above a million dollars for a documentary is “a huge number.” He noted, “That would mean that a lot of folks who don’t normally go to the movies went to this.” This suggests that “Melania” has attracted an audience beyond the usual documentary viewers, tapping into a broader demographic.
Initially, industry expectations had been more modest, with projections estimating between $3 million and $5 million from the film’s 1,778 theaters. However, the documentary significantly outperformed these estimates, showing not just a hopeful trend but establishing itself as the best-performing documentary of its kind in the last ten years.
Kevin Wilson, head of domestic theatrical distribution for Amazon MGM, expressed optimism about the film’s success. “We’re very encouraged by the strong start and positive audience response,” he said, highlighting that early box office sales have gone beyond their expectations. He also alluded to the long-term strategy behind the release, indicating that this is just the beginning of a lifecycle for both the film and an accompanying docu-series. These plans include a three-episode series featuring new material set to release after the theatrical run.
Directed by Brett Ratner, the documentary captures the first 20 days of January 2025, leading up to Donald Trump’s second inauguration. It portrays Melania’s perspective, offering an intimate behind-the-scenes look as she moves between key locations such as Trump Tower, Mar-a-Lago, and the Blair House. President Trump makes limited appearances until the latter part of the film, which includes the inauguration events themselves.
Although critics largely panned the film, audience reception is markedly different. Viewers have rated “Melania” with an “A” CinemaScore and an impressive 98 percent on Rotten Tomatoes, a stark contrast to the mere 9 percent approval from film critics. This divergence speaks volumes about how the documentary resonates with everyday Americans compared to industry insiders.
Despite its strong start, “Melania” carries a heavy financial weight. As noted by Variety, Amazon MGM invested heavily in the project, acquiring it for $40 million and spending an additional $35 million on marketing. Since theater owners keep about half of ticket sales, the company’s path to recouping its costs appears challenging. However, Amazon’s long-term strategy looks beyond immediate box office returns, focusing on future earnings when the film becomes available on its Prime Video streaming service.
The film’s patriotic theme strikes a chord, allowing viewers to celebrate Trump’s victory and reflect on the ongoing journey of American democracy. “Melania” not only stands as a testament to the former First Lady’s narrative but also showcases a unique blend of personal story and national pride that has evidently resonated with the audience. As the cinematic landscape evolves, the remarkable response to this documentary suggests a demand for more personalized and intimate portrayals of public figures.
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