The documentary film focusing on former First Lady Melania Trump, simply titled Melania, has delivered a surprisingly robust performance at the box office during its opening weekend, confounding initial projections and leaving Hollywood analysts stunned.
Exceeding Expectations
Initial estimates had suggested the film would generate between $3 million and $5 million in ticket sales across the United States and Canada. However, the documentary far surpassed these figures, earning an impressive $7 million. This achievement marks it as the most successful theatrical release for a documentary, excluding concert films, since the nature documentary Chimpanzee in 2012.
A Stark Critical Divide
Professional critics were overwhelmingly negative in their assessments. The film received a brutal 10 percent score on the Rotten Tomatoes Tomatometer from critics. Publications like The Hollywood Reporter expressed astonishment at the box office numbers, noting that many had written off the film based on seemingly empty cinema seat maps prior to release.
In stark contrast, audience reception has been phenomenally positive. On Rotten Tomatoes, the viewer rating sits at an extraordinary 99 percent. CinemaScore exit polls awarded the film an 'A' grade, and Screen Engine/Comscore’s PostTrak system recorded a five-star rating from audiences.
Financial Context and Performance
Amazon MGM Studios, which holds the distribution rights, invested heavily in the project. The company paid a reported $40 million for the rights and spent an additional $35 million on marketing, bringing the total investment to approximately $75 million. With cinemas typically retaining about half of ticket revenue, Amazon's share from the domestic opening stands at roughly $3.5 million.
Despite the strong opening, some media analysts, including CNN's Brian Stelter, have pointed out that the film remains far from turning a profit based on its substantial upfront costs. The Daily Beast also highlighted the significant financial gap the documentary needs to close.
Demographic and Geographic Breakdown
Data from Amazon and research firm EntTelligence reveals a distinct audience profile. An overwhelming 70 percent of ticket buyers were women over the age of 55. Geographically, the film performed exceptionally well in Republican-leaning areas. Republican counties accounted for 53 percent of domestic ticket sales, with strong showings in states like Florida, Texas, and Arizona. Theatres in rural areas contributed an unusually high 46 percent of domestic sales for an opening weekend.
Weekend Rankings and International Release
Overall, Melania secured the third-highest box office position for the weekend. It trailed behind the horror thriller Send Help, which topped the charts with about $20 million, and the sci-fi horror film Iron Lung, which earned second place with an estimated $18 million.
The documentary was released in 1,778 domestic theatres and is also being screened in approximately 1,600 international venues. While Amazon has not released overseas figures, box office analysts indicate the film performed less robustly outside of North America.
Controversy and Future Prospects
The film has been surrounded by controversy beyond its content. Director Brett Ratner, known for Rush Hour, returned to filmmaking with this project after facing allegations of sexual misconduct in 2017, which he has denied. Furthermore, some critics have suggested Amazon's high bid for distribution rights—reportedly $26 million more than the next offer—was a strategic move to curry favour with the Trump family. Amazon has firmly denied these claims, stating the purchase was made solely because they believed customers would enjoy the film.
Looking ahead, Amazon will have further opportunity to monetise Melania when it becomes available on its Prime Video streaming platform in the coming weeks. However, the documentary will need to generate tens of millions more in revenue across all platforms to recoup its initial substantial investment.
