Melania Trump Documentary Defies Critics with Strong Box Office Opening
The much-discussed documentary Melania, focusing on former First Lady Melania Trump, has opened with surprisingly strong ticket sales despite facing harsh criticism from film reviewers. According to studio estimates released on Sunday, the film debuted with a better-than-expected $7 million in domestic box office revenue over its opening weekend.
Unprecedented Production and Release Strategy
The release of Melania represents an unprecedented approach to documentary filmmaking. Amazon MGM Studios invested $40 million to acquire the rights to the project, with an additional $35 million allocated for marketing, making this the most expensive documentary ever produced. Directed by Brett Ratner, who had been largely absent from Hollywood since 2017, the film opened in 1,778 theaters across the United States during a politically turbulent period.
While such figures would typically signal a commercial failure for most films, Melania has achieved remarkable success by documentary standards. The opening weekend represents the strongest debut for a non-concert documentary in 14 years, significantly exceeding pre-release projections that ranged from $3 million to $5 million.
Political Context and Presidential Promotion
The documentary's release breaks with traditional protocol for presidential families, who typically avoid such projects while in office to prevent perceptions of capitalizing on their position. Former President Donald Trump actively promoted the film as "a must watch" and hosted a premiere at the Kennedy Center on Thursday, attended by Cabinet members and congressional representatives.
The film chronicles Melania Trump over 20 days leading up to Trump's second inauguration in January. Despite the political fanfare, director Brett Ratner downplayed commercial expectations at the premiere, noting that "you can't expect a documentary to play in theaters."
Critical Reception Versus Audience Response
The documentary did not screen in advance for critics, and reviews that emerged after its theatrical release were overwhelmingly negative. Critics from major publications offered scathing assessments:
- Xan Brooks of The Guardian compared the film to a "medieval tribute to placate the greedy king on his throne"
- Owen Gleiberman of Variety described it as a "cheese ball infomercial of staggering inertia"
- Frank Scheck of The Hollywood Reporter wrote that "to say that 'Melania' is a hagiography would be an insult to hagiographies"
Despite this critical panning, audience response proved substantially more positive. The documentary received an "A" CinemaScore from moviegoers, with demographic data revealing that ticket buyers were predominantly:
- 55 and older (72% of attendees)
- Female (72%)
- White (75%)
The film performed strongest in Southern states, particularly Florida and Texas, regions with significant conservative voter bases.
Industry Analysis and Political Investment Perspective
Industry analysts have noted the unusual financial dynamics surrounding the production. David A. Gross of movie consulting firm FranchiseRe described the opening as "an excellent result for a political documentary" while acknowledging the challenging economics.
"For any other film, with $75 million in costs and limited foreign potential, it would be a problem," Gross observed. "But this is a political investment, not a for-profit movie venture. If it helps Amazon with regulatory, taxation, tariff or other government issues, then it will pay back. $75 million is insignificant to Amazon."
Controversial Director and International Distribution
The documentary marks Brett Ratner's return to filmmaking following multiple allegations of sexual misconduct in 2017, which he has denied. The project's release coincided with Paramount Pictures' announcement that it would distribute Ratner's Rush Hour 4 following reported intervention from Donald Trump.
Internationally, the documentary faced distribution challenges. South African distributor Filmfinity withdrew from releasing the film shortly before its debut, citing "recent developments" as the reason. International ticket sales were expected to be minimal, with the film scheduled to stream on Prime Video following its theatrical run.
Weekend Box Office Context
While Melania generated significant attention, the weekend's top performer was Sam Raimi's survival thriller Send Help, which debuted with $20 million. The Jason Statham action film Shelter opened with $5.5 million, placing it behind the controversial documentary in terms of opening weekend revenue.
The documentary's release occurred during a week dominated by news coverage of federal immigration tactics, yet still managed to capture public attention and generate substantial box office returns despite its polarizing subject matter and critical reception.
