This weekend, Melania Trump’s documentary, directed by Brett Ratner, is set to open in over 1,500 theaters across the U.S. It aims for a strong debut, with predictions suggesting it could reach around $5 million. This would put it on track to surpass the recent documentary After Death, which earned the same amount spanning a larger theater network.
However, early ticket sales are showing mixed results. Reports from social media indicate that many showings have sold few tickets, but certain areas, especially conservative ones like El Plano, Texas, are near full capacity. The big question now is whether the film can hold its audience beyond opening weekend, especially as it will soon be available on Prime Video.
If Melania does indeed hit $5 million, it will stand out as one of the highest openings for a documentary not linked to a concert or nature-themed production. Documentaries typically have a limited release, which changes the playing field. For comparison, Michael Moore’s Fahrenheit 9/11 made a historic $23.9 million in its wide release.
Amazon MGM, the film’s producer, believes that last-minute promotions, including a premiere event attended by President Trump, will boost ticket sales. The film is not just a documentary; it’s also a statement for Melania Trump as she steps into a role as a producer, backed by a marketing campaign that cost around $35 million.
Interestingly, the last significant film Ratner directed came nearly a decade ago before he faced serious allegations, which he has denied. This aspect of his career adds a layer of complexity to the film’s release.
Melania provides insight into the First Lady’s life in the lead-up to the 2025 inauguration, capturing her plans and the challenges of a high-profile transition. This documentary is especially significant as it marks the first time a sitting First Lady has made such a film for theaters.
In the wider context, Donald Trump’s current popularity is waning, raising questions about the film’s reception and whether it will resonate with his base. Recent surveys indicate that Trump’s approval ratings are at an all-time low among certain demographics, which could impact audience turnout.
The marketing for Melania has heavily relied on Fox News, aiming to reach older female demographics. The film’s trailer has even appeared in front of a variety of other upcoming releases, showing that there’s a concerted effort to maintain interest.
As it stands, the documentary’s opening weekend will be a telling moment. If it performs poorly, it may lead to discussions about the strength of Trump’s support going forward. With high stakes for both Melania Trump and Brett Ratner, Melania is not just a film—it’s a pivotal narrative woven into the current political landscape.
For more on the evolving dynamics of political documentaries and their impact, you can check out this report from Pew Research.
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