"Michelle Obama's 2020 documentary Becoming saw a major rise in views over the same weekend that Melania was released in cinemas. The film, which followed the former first lady in the wake of her hit book, saw a rise in views of more than 13,000% over the past weekend, with 47.5m minutes viewed, according to the Hollywood Reporter. The weekend before saw only 354,000 minutes watched, according to Luminate."
"Melania, which was made for $40m by Amazon and had a $35m ad spend, made $7m in its first weekend at the US box office, the best opening for a documentary in more than a decade. The film, which the Guardian's Xan Brooks described as a gilded trash remake of Jonathan Glazer's The Zone of Interest in a zero-star review, has been struggling overseas, opening at number 29 in the UK and number 31 in Australia."
Becoming experienced a dramatic weekend surge, increasing to 47.5m minutes viewed after only 354,000 minutes the prior weekend. Melania was produced by Amazon for $40m with a $35m ad spend and opened to $7m in its first US weekend, the strongest documentary debut in over a decade. Melania struggled internationally, debuting at number 29 in the UK and 31 in Australia, and holds a 5% Rotten Tomatoes rating compared with Becoming's 93%. The Melania audience skewed heavily toward white women over 55. Director Brett Ratner defended himself after appearing in a photograph with Jeffrey Epstein. An Oregon cinema removed Melania after marquee jokes, and Melania met freed hostages at the White House while promoting the film.
Read at www.theguardian.com
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