Amazon’s ‘Melania’ Documentary Earns $7M in Opening Weekend
Amazon’s documentary “Melania,” focused on former First Lady Melania Trump, has surpassed initial box office expectations. Over the opening weekend, the film grossed approximately $7.04 million, landing in third place at the box office.
Opening Weekend Performance
Despite its success, the documentary fell behind two other movies:
- “Send Help” – $20 million
- “Iron Lung” – $17.8 million
Costs and Acquisition
Amazon acquired “Melania” for $40 million and is reportedly investing an additional $35 million in promotion. Initial estimates had predicted a weekend opening between $3 million and $5 million, indicating that the film exceeded those expectations. However, it remains uncertain if it will be profitable in theaters.
Amazon’s offer exceeded Disney’s bid by $26 million, suggesting strategic motives beyond box office performance. Critics noted the purchase might have been aimed at gaining favor with the Trump administration.
Production and Reception
This documentary is the first directed by Brett Ratner since 2017, facing scrutiny due to past sexual harassment accusations against him, which he has denied. Reports indicate that approximately two-thirds of the crew in New York chose not to receive formal credits.
Despite a preview screening attended by Apple CEO Tim Cook at the White House, “Melania” was not available to critics before its release. This lack of pre-screening contributed to its poor reviews, including ratings of 7% on Metacritic and 10% on Rotten Tomatoes.
Critical Reviews
Film critic Manohla Dargis from The New York Times described the documentary as “a very circumscribed and carefully stage-managed chronicle” of Mrs. Trump’s life leading up to President Trump’s 2025 inauguration. Kevin Wilson, head of domestic theatrical distribution at Amazon MGM, noted that this weekend’s performance is just the beginning. He envisions a “long-tail lifecycle” for both the film and a forthcoming docu-series, predicting significant success on Amazon Prime.
