After a packed premiere in Washington D.C. with Trump supporters in attendance, Amazon’s political documentary, Melania, is set to make about $8 million during its opening weekend.
This is a decent start for a political film, but it’s important to note some unique factors surrounding this release. Amazon reportedly spent around $40 million to secure the rights to the film, viewed by many as an attempt to strengthen ties with the White House. On top of that, marketing costs are estimated to be around $35 million.
When looking at comparables, Michael Moore’s 2004 documentary, Fahrenheit 9/11, still leads the way with a stunning $23.9 million opening across 868 theaters, ultimately grossing $119.2 million domestically, not adjusted for inflation.
Melania may receive a boost from President Trump himself, who is encouraging his supporters to check out the film. Additionally, conservative groups are gearing up for grassroots marketing in red states, which could help fill theaters. However, early reviews from major media outlets haven’t been kind, which may affect its audience reception.
Interestingly, Melania will compete against 20th Century Studios’ thriller Send Help, featuring Rachel McAdams, which could also open to around $16-18 million. Another indie film, Iron Lung, is projected to have a similar opening. This competition could make for a tight race at the box office.
The political landscape continues to influence how films are received. According to a recent survey by the Pew Research Center, over 70% of Americans feel that the political climate is more divisive now than in previous years. This tension may shape how documentaries like Melania are viewed, as people bring their own beliefs and biases into theaters.
In this ever-changing context, it’s clear that Melania is not just another documentary; it’s a cultural event influenced by a complex web of political dynamics and public opinion.
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