“Melania Documentary Surpasses Expectations in Theaters: NPR”
First Lady Melania Trump’s documentary has exceeded box office expectations during its opening weekend, earning approximately $7 million in the U.S. This financial success is noteworthy for a political documentary and indicates strong audience engagement.
Audience and Marketing Insights
The film attracted a predominantly white audience, with 75% identifying as such. Among viewers, 70% were women, and 72% were aged 55 or older. Major markets for the film included Dallas, Orlando, Tampa, Phoenix, Houston, Atlanta, and West Palm Beach, as reported by Amazon MGM Studios.
Financial Backing and Expectations
Amazon acquired the documentary rights for $40 million in early 2025. With a marketing budget of $35 million, there are questions about the investment’s implications for President Trump’s favor. Notably, Melania is one of the priciest documentaries ever produced, with the First Lady serving as an executive producer.
Critical Reception and Competitors
Despite its box office performance, the film has faced criticism. It premiered at the Kennedy Center, where protests occurred. Social media users have suggested viewers opt for “Becoming,” Michelle Obama’s acclaimed Netflix documentary.
Theatrical Release and Audience Reception
Documentaries typically receive limited theatrical releases, but “Melania” opened on over 1,500 screens across the U.S. Before its global release, many theaters reported many unsold seats at showings. Box office analysts had initially predicted ticket sales around $5 million, making the actual $7 million a solid outcome for Amazon.
Industry Analysis
According to noted industry expert David A. Gross, “This is an excellent opening for a political documentary, at more than double the average for the genre.” He added that the audience demographics closely align with the Trump supporter base. The film received an A CinemaScore, reflecting positive viewer feedback.
Future Projects
Looking ahead, Amazon MGM Studios plans to capitalize on this momentum with a docuseries. Kevin Wilson from Amazon stated that the box office performance exceeded their expectations and they foresee a long-term lifecycle for both the documentary and the upcoming series.
Film Content Overview
This documentary chronicles the 20 days leading up to Trump’s inauguration in January 2025, including preparations for significant events. It showcases Melania’s design process for inaugural outfits and her reflections following her mother’s passing.
In her remarks at the New York Stock Exchange, Melania described the documentary as “a window into an important period for America.”
