The opening weekend box office for “Melania,” the Amazon-produced documentary about former First Lady Melania Trump, has proven a surprising anomaly in the current film landscape. Despite scathing reviews and a massive marketing spend, the film grossed an estimated $7 million in the United States and Canada, becoming the top-performing non-concert documentary in over a decade. The results suggest a growing, and largely untapped, market for right-leaning documentaries, a trend that industry observers have been tracking for several years.
The film’s success wasn’t predicted. Pre-sale ticket numbers appeared sluggish, with social media showing largely empty theaters in the days leading up to its release. Yet, by Saturday, , Melania Trump herself took to X (formerly Twitter) to announce the film’s strong opening, surpassing expectations and landing in third place for the weekend, behind Sam Raimi’s thriller “Send Help” ($20 million) and the self-funded horror film “The Iron Lung” ($7 million). Even Jason Statham’s latest action film, “Shelter,” opened with a comparatively modest $5.5 million.
The documentary, which focuses on the 20 days leading up to Donald Trump’s second inauguration, has been described as an “elaborate piece of designer taxidermy” and “state-sanctioned propaganda” by critics. The Guardian’s review called it “a gilded trash remake of The Zone of Interest.” However, the film’s audience demographic tells a different story. According to Variety, the opening weekend audience was 72% female and 83% over the age of 45, a demographic rarely targeted by mainstream box office fare. 75% of ticket buyers were white, 11% were Hispanic, and 4% were Black and Asian.
The film’s success echoes a trend identified in 2024, with the Daily Wire-produced documentary “Am I Racist?” becoming a box office hit. This suggests a growing appetite for politically aligned documentaries, particularly those leaning to the right. The success of “Melania” may also represent a continuing disconnect between Hollywood and the base of support for former President Donald Trump.
The financial implications for Amazon are complex. The studio reportedly paid $40 million for the rights to the film and committed an additional $35 million to marketing, making it the most expensive documentary in history. While the $7 million opening weekend is a strong start, it falls far short of recouping the $70 million investment. Amazon executives, however, remain optimistic, stating they are “confident in the long-term value this rollout will deliver to customers both in theaters, and for years to come on Prime Video.”
The premiere of “Melania” wasn’t just a cinematic event; it became a social occasion for some. Lisa Copeland, a real estate entrepreneur from Austin, Texas, attended with friends, all sporting “power suit” inspired outfits. The screening she attended featured a security detail and even the surprise appearance of Cecilia Abbott, wife of Texas Governor Greg Abbott. For Copeland and her group, it was “girls’ night,” a chance to support a film that resonated with their political views.
The film’s reception has also sparked conversation within conservative circles. Kayleigh McEnany, former White House press secretary and current Fox host, mistakenly claimed her mother’s screening was “standing room only.” Influencers associated with the “tradwife” lifestyle have urged their followers to see the film, while others have engaged in online debates, including unsubstantiated claims about ticket sales and protests in South Africa.
While the documentary doesn’t offer a tell-all exposé, attendees like Kelsey Davis, a stay-at-home mother from Oklahoma, appreciated the behind-the-scenes glimpses into Melania Trump’s world, particularly the scenes showcasing her interactions with fashion designers and the moments leading up to the inauguration. Others, like Angelina, a member of the Palm Beach Young Republicans, were drawn to the film’s focus on Melania’s role as First Lady, rather than delving into the political controversies surrounding her husband.
The film’s initial success prompted Amazon to expand its theatrical release to 2,000 screens for its second weekend, coinciding with Super Bowl weekend – a traditionally slow period for moviegoing. This move, however, places “Melania” in direct competition with the Super Bowl halftime show, featuring Bad Bunny, a prospect that may prove challenging even for a film that has already defied expectations.
The story of “Melania” is more than just a box office surprise; it’s a reflection of a polarized America and the growing power of niche audiences. Whether the film can sustain its momentum remains to be seen, but its opening weekend has undoubtedly shaken up the documentary landscape and signaled a potential shift in the dynamics of political filmmaking.
