‘Melania’ Documentary: Strong Ticket Sales Despite Some Critic Panorama

When “Melania,” the documentary about first lady Melania Trump, hit theaters, it exceeded expectations by raking in $7 million in ticket sales. President Trump himself touted it as a must-watch, leading to a buzz around its release. Despite the high cost of production and marketing—Amazon MGM Studios splurged $40 million for the rights and an additional $35 million for promotions—the film made a mark in the world of documentaries.

Directed by Brett Ratner, who returned to filmmaking after a hiatus, “Melania” captured the attention of audiences curious about the life of the first lady. The documentary follows Melania over 20 days leading up to Trump’s second inauguration, giving viewers an inside look at her world. The premiere event at the Kennedy Center drew a crowd of VIPs, including Cabinet members and Congress members, adding to the film’s anticipation.

Although reviews from critics weren’t glowing, with some calling it a “cheese ball informercial,” audiences who bought tickets over the weekend seemed to appreciate the film. “Melania” received an “A” CinemaScore, appealing mostly to older, female, and white viewers. The Southern states, like Florida and Texas, showed the most interest in the documentary.

Despite the mixed reviews, the box office success of “Melania” can be seen as an achievement for a political documentary. With high production costs and limited foreign potential, the film’s success is more about making a political statement than turning a profit. The documentary is Ratner’s first project since facing allegations of sexual misconduct in 2017, adding another layer of complexity to its release.

Following its theatrical run, “Melania” will be available for streaming on Prime Video, reaching a wider audience beyond theaters. Despite some international distributors backing out, the film’s performance domestically sets it apart in the world of documentaries. While it may not be everyone’s cup of tea, “Melania” has made its mark, proving that even political documentaries can make waves in the entertainment industry.