In a remarkable twist of cultural timing, Michelle Obama's 2020 documentary Becoming saw an extraordinary surge in viewership on Netflix, coinciding with the theatrical release of Melania Trump's much-discussed film Melania. Over the opening weekend of the former First Lady's project, US Netflix users streamed over 47.5 million minutes of Becoming, representing a staggering 13,000% increase from the 354,000 minutes viewed the previous weekend.
Melania's Film Achieves Record Opening Amid Controversy
Despite this unexpected boost for Michelle Obama's documentary, Melania Trump's film managed to secure a significant box office achievement. Melania recorded the biggest opening for a non-fiction feature in the past decade, grossing an impressive $7 million domestically. However, the project has been mired in controversy and faces substantial financial hurdles.
Financial and Production Challenges
The film is unlikely to recoup its substantial production and marketing costs. AmazonMGM reportedly paid $40 million for the rights, with an additional $35 million allocated for marketing, creating a high financial barrier for profitability. Further complicating matters, the production faced significant internal strife, with reports indicating that two-thirds of the crew requested their names be removed from the credits.
Director Controversy and Public Statements
Adding to the film's turbulent backdrop is the involvement of director Brett Ratner, who returned to the project following previous sexual misconduct allegations. In a notable public appearance, Melania Trump touted her movie at a White House event but later asserted that the occasion "has nothing to do with promotion". Meanwhile, former President Donald Trump attributed any perceived weaknesses in ticket sales to the ongoing challenges facing the post-Covid theatre business.
This juxtaposition of events highlights the complex interplay between political figures, media consumption patterns, and the entertainment industry's evolving landscape. The simultaneous success and controversy surrounding these two documentaries underscore the enduring public fascination with the lives and legacies of prominent First Ladies.
