The documentary 'Melania,' which chronicles the 20 days leading up to President Donald Trump's 2025 inauguration from First Lady Melania Trump's perspective, earned $7 million during its opening weekend, making it the highest-grossing non-music documentary in over a decade. The film, directed by Brett Ratner and produced by Amazon MGM Studios, premiered in 1,778 theaters across the U.S. and Canada.
Box Office Performance and Industry Reaction
The documentary's strong performance surprised Hollywood critics, who had initially projected ticket sales between $3 million and $5 million. Despite mixed reviews from critics, the film attracted a significant audience, particularly among women over 55 and in rural theaters. Amazon MGM Studios spent $40 million to license the documentary and an additional $35 million on marketing, making it one of the most expensive documentaries ever produced.
Critical Reception and Audience Response
While professional critics gave the film brutal reviews, audiences responded positively. The documentary was review-bombed on Letterboxd, with some critics describing it as 'dull.' However, the film's box office success indicates that it resonated with a specific demographic, particularly supporters of the Trump family. The film's director, Brett Ratner, credited Melania Trump for the vision and execution of the project, emphasizing its cinematic quality and theatrical release strategy.
Political and Cultural Context
The release of 'Melania' comes amid President Donald Trump's turbulent second term. The documentary focuses on Melania Trump's role in the lead-up to the inauguration, offering a behind-the-scenes look at her personal and professional life. The film's success raises questions about the intersection of politics and entertainment, as well as the growing trend of political figures leveraging documentaries to shape their public image.
Industry Implications
The success of 'Melania' highlights the potential for documentaries to achieve significant box office success, particularly when they tap into a dedicated fan base. The film's performance also underscores the importance of marketing and distribution strategies in driving audience engagement. As the documentary market continues to evolve, the success of 'Melania' may encourage more political figures and celebrities to explore similar projects.