The documentary Melania took in $7 million, or approximately 143.4 million Czech crowns, during its opening weekend in American and Canadian theaters-the best debut for a documentary, excluding concert films, in 14 years.
A Surprisingly Strong Showing for a Controversial Film
Despite critical drubbing and a hefty price tag,a film about the former First Lady resonated with audiences,especially in specific regions.
- Amazon MGM Studios spent a combined $75 million on the film’s acquisition and promotion.
- The film performed exceptionally well in rural areas and Republican-leaning districts.
- Seventy percent of the opening weekend audience was comprised of women over the age of 55.
- The film received largely negative reviews from critics, with some calling it a “shameless TV commercial.”
- In the Czech Republic, the film did not rank among the top twenty most-attended releases.
Amazon MGM studios paid $40 million for the rights to Melania and allocated an additional $35 million for promotional efforts, making it the most expensive documentary ever made. This ample investment has led some to speculate whether the company’s primary goal was commercial success or political influence. David Gross, a ticket sales expert, suggested it was “a political investment, not a commercial film project.”
The film’s audience demographics revealed a strong preference among women over 55, comprising 70 percent of the opening weekend viewers, according to Amazon.Geographically, the film performed best in Florida, Texas, and Arizona, and drew a disproportionately large audience from rural areas-accounting for 46 percent of the total, a figure significantly higher than typical for film premieres, according to EntTelligence.
A Director’s Troubled Past
The film was directed by Brett Ratner, who largely withdrew from Hollywood in 2017 following accusations of sexual violence. Ratner recently resurfaced in connection with the release of documents related to the late Jeffrey Epstein by the U.S. Department of Justice. One photograph included in the released documents shows Ratner embracing a young woman whose face is obscured, with Epstein seated nearby alongside another young woman.
Meanwhile,in the Czech Republic,Melania failed to break into the top twenty most-attended films during its opening weekend,with the lowest-ranking film on the list attracting 2,317 viewers. Data from the Union of Film Distributors indicates that Melania‘s viewership in the Czech Republic was even lower.
Trailer from the movie Melania
the film’s release coincided with a week of heightened attention on anti-immigration raids in Minnesota, where federal agents fatally shot two American citizens within the past month.
