“Melania,” a new documentary focusing on the First Lady, has surprised many with its strong box office performance, earning over $7 million from nearly 1,800 theaters in North America. This figure exceeds initial estimates and sets a notable precedent for documentaries, which often struggle at the box office.
Amazon MGM invested heavily in the film, buying it for $40 million and spending an additional $35 million on marketing. Although ticket sales only yield about half for theaters, Amazon has other strategies in mind. They expect to recoup costs when “Melania” streams on Prime Video. Experts suggest that to break even, the film would need to earn around $40 million domestically, but it may have lucrative licensing agreements to help offset costs.
Kevin Wilson, head of domestic theatrical distribution at Amazon MGM, expressed optimism about the audience’s response. The opening weekend attracted a unique demographic: 72% of ticket buyers were female, and 83% were over 45. Interestingly, most audiences were from markets outside the big coastal cities, showing that the movie resonates with fans in states where the president has strong support.
The film has generated mixed reactions. While it holds an “A” grade on CinemaScore, it has a bleak 6% rating on Rotten Tomatoes. This disparity highlights how audience sentiments and critiquing can differ dramatically.
Critics have focused on Amazon’s massive financial commitment and what this means for its relationship with the current administration. Some question whether their intent is to gain insider access to the White House or simply capitalize on Trump’s popularity. David A. Gross, a film consultant, noted that such openings can be seen as political investments rather than traditional profits, suggesting that the film could serve broader strategic goals for Amazon.
Amidst a backdrop of political tension, including ICE raids and other societal issues, “Melania” emerges as a significant cultural product. Directed by Brett Ratner, who returned to film after facing serious allegations in 2017, the project has also brought together a mostly anonymous crew, with many choosing not to be credited.
In overall box office news, “Melania” secured the third spot for the weekend, taking a backseat to “Send Help,” which earned $20 million, and Markiplier’s indie film “Iron Lung,” which pulled in $18 million. “Send Help” appealed to younger audiences, while “Iron Lung” demonstrates the power of social media in attracting a strong following. Markiplier, with 73 million fans, has turned his online presence into box office success.
This weekend’s overall performance was significantly better than the previous week, reflecting a recovery in cinema attendance. Experts predict that upcoming blockbuster releases may continue this upward trend, pushing revenues closer to pre-pandemic levels.
For more insights on the film industry, check articles on reputable sources like The New York Times.
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