White Women in Red States Propel Box Office Success
Recent data from the box office indicates that older white women played a significant role in the success of the documentary “Melania.” Released by Amazon MGM, the film has grossed approximately $7.04 million across 1,778 North American theaters.
The Demographics Behind the Success
Remarkably, the audience composition was 72% female, with 83% over the age of 45. This demographic is typically less active in attending movies during opening weekends, especially with recent trends showing younger audiences driving box office sales.
David A. Gross, a movie consulting expert, noted that this is an unusual situation. He explained, “Mainstream moviegoing audiences are primarily 15 to 44, plus families.” He emphasized that the older female audience relates to Melania Trump as a role model.
- 72% of “Melania” viewers were female.
- 83% of the audience was over 45 years old.
- About 75% of ticket buyers were white.
- Hispanic viewers accounted for 11% of the audience.
Box Office Comparison
In comparison to other films during the same period, “Melania” attracted a distinctly different crowd. The top two films, “Send Help” and “Iron Lung,” featured predominantly younger male audiences. These movies had demographic breakdowns of 50-60% males under 25.
Reception and Reviews
Despite the strong box office performance, critical reception has been poor. “Melania” holds a mere 10% rating on Rotten Tomatoes. Audience feedback, however, was markedly more positive, with the film receiving an “A” grade on CinemaScore.
Box Office Locations
Unusually, “Melania” performed best in rural areas and red cities rather than traditional urban markets like Los Angeles and New York City. Notable locations included:
- Dallas
- Orlando
- Tampa
- Phoenix
- West Palm Beach
Financial Considerations
Amazon MGM invested a notable $40 million to acquire the documentary and an upcoming series. Additionally, marketing expenses are projected to reach $35 million. Such investment raises questions regarding the studio’s strategic intentions, with industry analysts speculating on potential political motivations.
Despite the film’s promising start, its financial outlook remains uncertain. The substantial investment poses challenges, given the expected share retained by theater owners from ticket sales. Kevin Wilson, Amazon MGM’s head of domestic theatrical distribution, expressed optimism, stating that they regard this roll-out as an essential step in a longer-term strategy.
