In a remarkable turn of events, Michelle Obama's 2020 Netflix documentary Becoming has experienced an extraordinary resurgence in viewership, coinciding with the theatrical debut of current First Lady Melania Trump's self-titled film. According to data from industry provider Luminate, the former first lady's documentary saw a staggering 13,000 percent increase in views among US Netflix subscribers over the same weekend that Melania arrived in cinemas.
Streaming Numbers Tell a Compelling Story
The viewing statistics reveal a dramatic shift in audience engagement. During the opening weekend of Melania Trump's film, more than 47.5 million minutes of Becoming were consumed by Netflix viewers. This represents a monumental leap from the previous weekend's total of just 354,000 minutes. Based on the documentary's runtime, this translates to approximately 480,000 individual streams of Michelle Obama's film during that crucial period.
Contrasting Critical and Commercial Reception
While Becoming enjoyed this unexpected streaming renaissance, Melania Trump's cinematic venture presents a more complex picture. The Amazon MGM production achieved the most significant opening for a non-fiction feature in the past decade, generating $7 million in domestic ticket sales despite receiving overwhelmingly negative reviews from critics.
Industry analysts note, however, that the film's commercial performance remains unlikely to recover the substantial $40 million acquisition cost paid by Amazon MGM, with an additional $35 million reportedly invested in marketing campaigns. The project has also faced controversy, with Rolling Stone reporting that two-thirds of crew members requested their names be removed from the film's credits.
Documentary Content and Creative Teams
Becoming offers viewers an intimate behind-the-scenes look at Michelle Obama's life during her American book tour promoting her best-selling memoir of the same title. The documentary provides personal insights as the former first lady returns to her family home in Chicago, reflecting on her upbringing, her relationship with her late father, and her initial meeting with future husband Barack Obama.
In contrast, Melania documents the twenty days preceding President Donald Trump's second inauguration in January 2025. The film follows the current first lady as she consults with stylists, interior designers, and political allies, culminating in her appearance hand-in-hand with her husband during the swearing-in ceremony.
Directorial Controversy and Critical Response
The Melania Trump documentary marks the return of director Brett Ratner, known for the Rush Hour franchise, who relocated to Israel following multiple sexual misconduct allegations in 2017. Ratner has consistently denied any wrongdoing and has not faced criminal charges related to these allegations.
Critical reception has been particularly harsh, with The Independent's Nick Hilton awarding the film a one-star review. Hilton described the production as "somewhere between reality TV and pure fiction," questioning its documentary authenticity while noting that "Melania spends most scenes playing a staged version of herself."
Industry Context and Future Availability
Speaking at the film's Kennedy Center premiere on 29 January, President Donald Trump addressed concerns about ticket sales, acknowledging the challenging post-pandemic cinema landscape while expressing confidence in the project's streaming potential. "It's a very tough business in theaters selling movie tickets after Covid," he told reporters. "I think this will do unbelievable — streaming and everything. Theaters are a different world."
While Melania continues its theatrical run, Amazon has confirmed plans to make the film available for streaming on Prime Video at a later date. Meanwhile, Michelle Obama's Becoming remains accessible to Netflix subscribers worldwide, having demonstrated remarkable staying power and renewed relevance in the current media landscape.
