Melania, panned by some critics, opens with strong US ticket sales

A new documentary focusing on former First Lady Melania Trump debuted in American theatres this weekend, exceeding initial box office expectations. Melania, promoted by former President Donald Trump as “a must watch,” earned an estimated US$7 million (NZ$11.6 million) in ticket sales.

An Unconventional Release

The film’s release strategy was notably unique. Amazon MGM Studios invested US$40 million for the rights to the documentary and an additional US$35 million for marketing, making it the most expensive documentary ever produced. It opened in 1,778 theatres during what was described as a “turbulent second term” for the former president.

Did You Know? The film chronicles Melania Trump over a 20-day period leading up to the former president’s second inauguration.

Despite the substantial financial investment, industry analysts suggest the film’s success should be measured by documentary standards, where such high costs are uncommon. The opening weekend performance was the best for a documentary – excluding concert films – in 14 years.

A Polarizing Reception

Initial estimates for the film’s opening weekend ranged from US$3 million to US$5 million. However, Melania did not screen for critics in advance of its release. Reviews released after the film’s debut were largely negative, with one critic comparing it to a “medieval tribute to placate the greedy king on his throne” and another labelling it a “cheese ball informercial of staggering inertia.”

Interestingly, audience reaction was more favorable, with the film receiving an “A” CinemaScore. The majority of ticket buyers were women (72%), over the age of 55 (72%), and identified as white (75%). The film performed particularly well in Southern states, including Florida and Texas.

Expert Insight: The significant investment by Amazon MGM Studios suggests this release may be viewed as more than a traditional for-profit venture. The film could be strategically positioned to influence regulatory, taxation, or other governmental issues impacting the company.

Behind the Scenes and Future Prospects

The film is directed by Brett Ratner, who faced accusations of sexual misconduct in 2017. Following reported intervention from former President Trump, Paramount Pictures announced it would distribute Ratner’s Rush Hour 4 last fall. A week before the film’s release, Amazon CEO Andy Jassy and Apple CEO Tim Cook attended a black-tie preview at the White House, along with former boxer Mike Tyson.

Shortly before its debut, a South African distributor, Filmfinity, cancelled its planned release, citing “recent developments.” International ticket sales are expected to be minimal. Melania will also be available to stream on Prime Video following its theatrical run.

Frequently Asked Questions

Who directed the documentary Melania?

The documentary Melania was directed by Brett Ratner.

How much did Amazon MGM Studios spend on the film?

Amazon MGM Studios paid US$40 million for the rights to the film and an additional US$35 million for marketing.

What was the audience demographic for the film’s opening weekend?

The audience was overwhelmingly 55 and older (72%), female (72%), and white (75%).

Given the film’s unconventional release and the polarized reactions to it, what impact will Melania ultimately have on public perception of the former First Lady?