Last weekend, Melania Trump’s documentary surprised everyone by earning around $7 million at the U.S. box office. The film targeted a specific audience: 75% of viewers were white, 70% were women, and 72% were aged 55 and older. Key cities like Dallas, Orlando, and Atlanta topped the sales chart, showcasing its appeal.
Amazon had previously bought the rights to the film for $40 million, spending another $35 million on marketing alone. Experts wonder if this was an effort to gain favor with former President Trump, as the film is one of the costliest documentaries ever made, with Melania herself as an executive producer.
Not everyone is impressed. Critics have been harsh. Some even protested at the film’s premiere, dressed as Marie Antoinette. Social media buzzed with users suggesting viewers watch Michelle Obama’s 2020 documentary, *Becoming*, instead. Interestingly, that film recently broke into the top 10 movies on Netflix.
Documentaries rarely see large theatrical releases, but *Melania* debuted on over 1,500 screens. Social media showed many theaters had empty seats for showings, despite strong weekend predictions. Notably, the highest-grossing film was *Send Help*, which brought in $20 million, while horror flick *Iron Lung* followed closely at $18 million. Industry expert David A. Gross noted Melania’s box office performance as a major success for the genre, as it exceeded the average for political documentaries, suggesting that audiences view Melania Trump as a role model.
While the debut is promising for a documentary, it’s unclear how sustainable this momentum will be. Amazon’s Kevin Wilson expressed optimism about the film’s future and hinted at a docuseries on the way. The documentary covers the 20 days leading up to Trump’s 2025 inauguration, showing both the preparations and personal moments, such as her mourning her mother’s passing.
In the world of politics and media, Melania Trump remains a complex figure. She carefully manages her public image, often making headlines not just for her role as First Lady but also for her choices in projects like this documentary. By presenting an intimate view of her life, the film invites viewers to reconsider their perspectives on her narrative during a significant time in American history.
For more on the box office impact of political documentaries, you can read [David A. Gross’s insights on FranchiseRe](https://franchisere.substack.com/).
As the debate continues around the film’s content and its implications, it’s clear that *Melania* has sparked conversations about the intersection of politics and personal storytelling in today’s media landscape.
