Promoted by President Donald Trump as “a must watch,” the documentary Melania opened with an impressive US$7 million in ticket sales, according to studio estimates released on Sunday. The film, chronicling the life of First Lady Melania Trump, debuted in 1,778 theaters across the United States, marking the strongest documentary debut in over a decade.
The release of Melania was unprecedented in its scale and investment. Amazon MGM Studios acquired the rights for a staggering US$40 million and spent an additional US$35 million on marketing, making it the most expensive documentary ever produced. Directed by Brett Ratner, who has been largely absent from Hollywood since 2017, the film’s launch coincides with the turbulent political climate of Trump’s second term.
The Financial Gamble and Box Office Performance
While the financial outlay would be considered a flop for most films, Melania is a triumph by documentary standards. It achieved the best opening weekend for a documentary, excluding concert films, in 14 years. Initial projections estimated earnings between US$3 million and US$5 million, making the actual figures a pleasant surprise for the studio.
However, the film’s unique nature means there are few direct comparisons. Presidential families typically avoid releasing memoirs or documentaries while in office to prevent accusations of profiting from their political positions. Melania offers a rare glimpse into the First Lady’s life over 20 days in January, leading up to Trump’s second inauguration.
Political Context and Public Reception
The documentary’s premiere was hosted by Trump at the renamed Trump Kennedy Centre, attended by Cabinet members and Congress. Despite the high-profile launch, director Brett Ratner downplayed its box-office potential, remarking, “You can’t expect a documentary to play in theatres.”
Competing at the box office, Sam Raimi’s Send Help, a survival thriller, topped the weekend with US$20 million, while the sci-fi horror Iron Lung and action thriller Shelter followed with US$17.9 million and US$5.5 million, respectively. Yet, much of the focus remained on Melania and its performance.
Critics were not kind to the film.
Xan Brooks of The Guardian likened it to a “medieval tribute to placate the greedy king on his throne,” while Owen Gleiberman of Variety described it as a “cheese ball infomercial of staggering inertia.”
However, audiences responded more favorably, with Melania earning an “A” CinemaScore. The demographic skewed towards older, female, and predominantly white viewers, with strong performances in Southern states like Florida and Texas.
Industry Insights and Future Prospects
David Gross of the movie consulting firm FranchiseRe hailed the opening as “an excellent opening for a political documentary.” He noted that while the US$75 million cost would be problematic for other films, Melania serves as a political investment rather than a commercial venture.
“If it helps Amazon with a regulatory, taxation, tariff or other government issue, then it will pay back. $75 million is insignificant to Amazon,” Gross explained.
The film also marks Ratner’s return to the industry after sexual misconduct allegations in 2017. Despite the controversy, President Trump’s reported intervention facilitated the distribution of Ratner’s upcoming film, Rush Hour 4.
Globally, Melania will stream on Prime Video after its theatrical run. However, South African distributor Filmfinity withdrew its release, citing “recent developments” as the reason for their decision.
Trump’s Vision for the Kennedy Centre
In a related development, President Trump announced plans to close the Kennedy Centre for two years starting in July for renovations. The decision follows a series of cancellations by major performing arts groups, including composer Philip Glass, who withdrew his Symphony No. 15 Lincoln, citing a misalignment of values with the current leadership of the centre.
Trump’s proposal, which he described as transforming the venue into a “World Class Bastion of Arts, Music, and Entertainment,” awaits approval from the Kennedy Centre’s board, now filled with Trump appointees.
As Melania continues to draw attention, its impact on both the cultural and political landscape remains a topic of keen interest. The documentary’s success could signal a shift in how political figures engage with media and the public, potentially paving the way for future projects of a similar nature.
