The documentary "Melania," focusing on U.S. First Lady Melania Trump, made a notable debut at the domestic box office, earning $7 million during its opening weekend. This figure marks the highest opening for a non-music documentary in over ten years. Typically, documentaries have struggled to achieve significant box office sales, with many recent releases grossing under $5 million upon opening. In contrast, popular concert films often benefit from established fan bases, leading to higher earnings.
Historically, Michael Moore's "Fahrenheit 9/11" holds the record for the highest-opening political documentary, with an opening of $23.9 million in 2004 and a total domestic gross of $119 million. Kevin Wilson, head of domestic theatrical distribution at Amazon MGM Studios, expressed optimism regarding the initial success of "Melania," highlighting its potential for long-term viewership both in theaters and on the Prime Video streaming platform, where it was acquired for an estimated $40 million.
Demographic data indicates that ticket sales were heavily driven by women and moviegoers aged 55 and older, who contributed to over 70% of the total receipts. Additionally, rural theaters, which typically account for around 30% of ticket sales, represented 46% of the gross for this film. Approximately 600,000 individuals reportedly viewed "Melania" over the weekend.
Audience reception appears favorable, with the film achieving a 99% rating on Rotten Tomatoes' "Popcornmeter" based on user reviews. However, critical reception has been less positive, with the documentary holding an 11% rating from critics, many of whom have characterized it as "propaganda."