Michelle Obama’s ‘Becoming’ Documentary Sees Viewership Surge
Recent events have highlighted the contrasting viewership of political documentaries featuring former first ladies. In late January, the documentary “Melania,” directed by Brett Ratner and distributed by Amazon MGM, struggled at the box office, grossing $7.1 million against a production and marketing budget totaling $75 million.
Box Office Performance of “Melania”
“Melania” premiered with an exclusive rollout on January 29, 2023, at the Kennedy Center in Washington, D.C. The screening attracted notable attendees, including Trump administration officials. Despite this effort, the film failed to make a significant impact, not appearing in Comscore’s top ten global chart for its opening weekend.
Audience Demographics
- Over 70% of the audience was female.
- 72% of ticket buyers were aged 70 and above.
This demographic targeted conservative supporters of former President Trump, but ultimately, their turnout fell short of expectations.
Surge in Viewership for “Becoming”
In stark contrast, Michelle Obama’s documentary “Becoming” experienced a remarkable surge in viewership. During the same January 30 to February 1 weekend, the film amassed 47.5 million minutes of viewing time on Netflix. This was an increase of over 13,000% compared to just 354,000 minutes viewed the previous weekend, according to data from Luminate.
Background on “Becoming”
“Becoming,” produced by Higher Ground Productions, draws inspiration from Michelle Obama’s 2018 memoir, which has sold over 10 million copies. Directed by Nadia Hallgren, the documentary was released in May 2020, during the COVID-19 lockdown, and showcases Obama’s experiences on her book tour.
The viewership contrast between these two documentaries reflects the intense political polarization currently prevalent in society. While “Melania” caters to a specific political audience, “Becoming” resonates with a broader viewership, reinforcing the legacy of Michelle Obama.
Critical Reception
On a critical note, “Melania” received unfavorable reviews, earning a mere 5% approval rating on Rotten Tomatoes from professional critics. However, audience ratings from CinemaScore were more favorable, indicating that those who attended the film praised it with an “A” grade.
As “Melania” makes its transition to Prime Video as a docuseries, it remains to be seen if it can replicate the success of “Becoming,” which continues to engage viewers across various demographics.
