Michelle Obama’s Documentary ‘Becoming’ Experiences Viewership Surge
Recent events have highlighted the stark contrast between two political documentaries featuring former first ladies. The documentary “Melania,” directed by Brett Ratner and released by Amazon MGM, debuted in theaters from January 30 to February 1. Despite a production budget of $40 million and an additional $35 million spent on marketing, it grossed only $7.1 million during its opening weekend.
Viewership Trends: “Becoming” Surges Ahead
In contrast, Michelle Obama’s documentary “Becoming,” available on Netflix, experienced a remarkable surge in viewership. During the same weekend, the documentary saw an increase of over 13,000 percent, amassing 47.5 million minutes of viewing time. This spike came after only 354,000 minutes the week prior, according to data from Luminate.
Audience Demographics
For “Melania,” the audience composition revealed that more than 70 percent were female, and a notable 72 percent of ticket buyers were aged 70 and above. This demographic insight suggests that grassroots efforts by conservative groups aimed to mobilize older viewers supportive of President Trump.
- Documentary: Melania
- Opening Weekend Gross: $7.1 million
- Production Budget: $40 million
- Marketing Spend: $35 million
- Female Audience: 70 percent
- Ticket Buyers Aged 70+: 72 percent
On the other hand, “Becoming” has been highly regarded, being produced by Higher Ground Productions. This documentary is based on Michelle Obama’s memoir from 2018, which has sold over 10 million copies globally. Directed by Nadia Hallgren, it debuted during the COVID-19 lockdown in May 2020.
Political Polarization Reflected in Viewership
Comparing box office results to streaming viewership illuminates the current state of political polarization in the United States. While “Melania” was unable to make it to Comscore’s top 10 global box office charts, it is anticipated that the documentary will soon be available on Prime Video, presented as a docuseries with additional footage.
The premiere of “Melania” took place on January 29 at the Kennedy Center in Washington, D.C., attended by Trump administration officials. Despite the hype, critics were harsh, rating the film only 5 percent on Rotten Tomatoes, whereas audiences who attended gave it an “A” via CinemaScore polling. This discrepancy suggests that dedicated supporters of Trump were the primary viewers.
As the landscape of political documentaries evolves, the contrasting fates of “Melania” and “Becoming” reflect broader societal divides and individual preferences in media consumption.
