The documentary “Melania,” chronicling the former first lady, debuted to an estimated $7 million in ticket sales over its opening weekend. This figure follows a substantial investment from Amazon MGM Studios, which reportedly paid $40 million for distribution rights and allocated an additional $35 million for marketing efforts, totaling $75 million. The film, promoted by former President Donald Trump as “a must watch,” premiered in 1,778 theaters nationwide during a politically charged period, preceding Trump’s second inauguration.
Despite the considerable financial outlay, the $7 million opening represents a notable success within the documentary genre, marking the best opening weekend for a non-concert documentary in 14 years. Industry analysts had initially projected a lower range, between $3 million and $5 million. Brett Ratner, the film’s director, who had largely been absent from Hollywood since 2017 following sexual misconduct allegations, had expressed skepticism about its box office potential prior to release, acknowledging the challenges documentaries face in theatrical distribution. His comments were made at a premiere event hosted by Trump at the Kennedy Center, attended by various Cabinet members and members of Congress.
The film offers a twenty-day intimate look at Melania Trump leading up to the second inauguration. Its release strategy diverged significantly from typical presidential family practices, which often avoid in-office memoir or documentary releases to prevent perceptions of leveraging their position for personal gain. A week before its public debut, the White House hosted a private preview, drawing prominent figures such as Amazon CEO Andy Jassy, Apple CEO Tim Cook, and former boxer Mike Tyson, underscoring the film’s high-profile backing.
Critical reception for “Melania” was largely negative, with the film not being screened for critics in advance. Upon its release, reviews emerged describing it as a hagiography. Xan Brooks of The Guardian characterized it as a “medieval tribute to placate the greedy king on his throne,” while Owen Gleiberman of Variety labeled it a “cheese ball infomercial of staggering inertia.” Frank Scheck of The Hollywood Reporter stated that calling it a hagiography would be an insult to the genre. However, audience response, as measured by CinemaScore, was overwhelmingly positive, earning an “A” rating. Demographics showed that 72% of ticket buyers were female, 75% white, and 72% were 55 or older, with the film performing strongest in Southern states like Florida and Texas.
David A. Gross, head of the movie consulting firm FranchiseRe, described the opening as “excellent for a political documentary.” He also noted the unique nature of the investment, suggesting that for Amazon, the $75 million outlay might be viewed as a strategic political investment rather than a conventional for-profit movie venture. Gross posited that if the film helps Amazon navigate regulatory, taxation, or other governmental issues, the financial return could extend beyond traditional box office metrics. The documentary is slated for eventual streaming on Prime Video and saw a global release, though international ticket sales were projected to be minimal. One South African distributor, Filmfinity, opted against releasing it, citing “recent developments” for its change of course.
The film’s theatrical run coincided with other significant releases, including Sam Raimi’s critically acclaimed survival thriller “Send Help,” which secured the top spot with $20 million, and Markiplier’s microbudget sci-fi horror “Iron Lung,” which surprisingly landed in second place with $17.9 million. Jason Statham’s action thriller “Shelter” also debuted, earning $5.5 million. While these films competed for audience attention, much of the industry’s focus remained on how “Melania” would perform given its unique context and substantial financial backing.
