"The opening weekend numbers for the Melania Trump documentary are in: the Brett Ratner-directed Amazon-distributed film debuted with $7 million at the domestic box office. That's good enough to make it the biggest opening for a non-concert documentary in a decade. To be sure, that's a strong showing for Melania, as it exceeded its initial forecast of a $3 million to $5 million debut,"
"and withstood a critical drubbing. On Rotten Tomatoes, the film holds a 10% critics score; our own Liz Shannon Miller gave it an F, calling it a "flat and lifeless portrait of the First Lady." Still, some context matters as the Trumps, Ratner, Amazon no doubt attempt to spike the football. Unlike most documentaries of its kind, Melania reportedly received an enormous marketing push, with Amazon spending $35 million on promotion, bringing the total budget to roughly $75 million."
The Melania Trump documentary opened domestically with $7 million, marking the largest non-concert documentary debut in ten years. The film exceeded initial box office forecasts of $3 million to $5 million despite receiving harsh critical reviews and a 10% critics score on Rotten Tomatoes. Amazon reportedly spent $35 million on promotion, bringing the total budget to about $75 million, and the release benefited from high-profile promotional events and Trump-related publicity. Amazon MGM emphasized expectations for a long-tail lifecycle across theatrical, streaming, and an upcoming docu-series, while profitability remains uncertain given the large marketing outlay.
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