“Melania,” a documentary about US First Lady Melania Trump, debuted strongly, securing the third spot in the North American weekend box office. Directed by Brett Ratner, the film chronicles the 20 days leading up to President Donald Trump’s second inauguration. Despite poor reviews from critics, supporters of the first couple drove the documentary to earn around 7 million US dollars in box office revenue, a notably high figure for this genre.
The documentary is expected to become the most successful of its kind in about ten years, a milestone that the first lady proudly acknowledged with the statement “Loved By All — ‘A’ CinemaScore.” However, critical reception was less favorable, with approval ratings of only 6 percent on Metacritic and 10 percent on Rotten Tomatoes, indicating a lack of positive reviews from critics.
This project marks Ratner’s return to filmmaking after a 12-year hiatus, during which he faced and denied multiple sexual harassment allegations that did not lead to criminal charges. Despite its initial success, the film still faces challenges in achieving commercial prosperity. Amazon MGM Studios invested a significant amount, spending 40 million US dollars on distribution rights and 35 million US dollars on marketing, prompting The Hollywood Reporter to dub it as “the most expensive documentary” ever produced.
While Amazon defended its decision by stating its belief in audience appeal, the documentary’s ticket sales reflect the nation’s political polarization. Conservative regions showed strong interest, contrasting with subdued enthusiasm in liberal urban areas. According to Variety, the audience composition was predominantly white, with Hispanic viewers comprising 11 percent of ticket buyers.
