Movie posters for the documentary “Melania,” featuring U.S. First Lady Melania Trump, recently appeared in New York City subway stations. This film made headlines by raking in $7 million during its opening weekend, marking the strongest debut for a non-music documentary in over a decade.
Documentaries usually don’t sell many tickets. In the past 10 years, most have opened with under $5 million. However, some, like Michael Moore’s “Fahrenheit 9/11,” which opened in 2004, earned $23.9 million at its debut and reached a total of $119 million domestically. This documentary still holds the record for the highest-grossing political film.
Kevin Wilson, who leads domestic theatrical distribution at Amazon MGM Studios, expressed excitement about “Melania’s” start. He mentioned that the initial numbers exceeded expectations. The company sees potential for a long-term audience because of both the film and an upcoming docuseries.
Amazon acquired the documentary for around $40 million and matched that amount for marketing efforts. Interestingly, ticket sales were driven largely by women and viewers over 55, who together contributed to over 70% of revenue. Rural theaters played a significant role, generating 46% of total box office grosses, despite typically only account for 30% of ticket sales.
According to EntTelligence, roughly 600,000 people watched the film over its opening weekend. Audience reactions were positive, reflected in a 99% score on Rotten Tomatoes from over 500 users. However, critics were less favorable; the film has an 11% rating from 19 reviews, with many calling it “propaganda.”
The polarization in response highlights how topics related to public figures can sway opinions. Social media discussions have also trended around the documentary, with many viewers sharing their thoughts under hashtags related to Melania and political documentaries.
This documentary adds another layer to our understanding of media and politics today, reflecting the strong emotions and discussions surrounding public figures. With the rise of streaming platforms like Amazon Prime, more people are gaining access to niche content that they may not encounter in theaters, creating a diverse viewing landscape.
For more on the film industry, you can visit Variety or The Hollywood Reporter for trusted insights.
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