Melania film earns $8m in US, strongest documentary debut in over a decade

"Simultaneously, though, Melania fell substantially short of turning a profit because it cost $40m to make and $35m to promote. And Amazon which recently cut 16,000 corporate jobs has been hit with criticism that making the documentary about the first lady, and paying so highly for it, was little more than a ploy to curry favor with her husband, Donald Trump, during his second presidency."

"The outlet estimated that the film had done well with conservatives in the southern US, specifically women over the age of 55, who made up 72% of the opening-day audience. EntTelligence, a research firm, estimated that rural theaters would contribute roughly 46% of the opening-weekend box office and those in Republican counties would contribute about 53% of ticket sales. Top box office states for the film included the conservative stalwart states of Florida and Texas."

Amazon's Melania Trump documentary recorded the strongest start for a documentary in over a decade, taking more than $8m at the US box office during its lavishly-promoted opening weekend. The film cost $40m to make and $35m to promote, leaving it far short of profitability. Critics have accused Amazon of paying heavily for the film as a ploy to curry favor with Donald Trump. The documentary targeted older conservative audiences, with women over 55 comprising 72% of opening-day viewers and rural and Republican counties contributing large shares of ticket sales. The film was beaten at the box office by two horror films but outperformed an action film. Critical reviews were overwhelmingly negative and described the film as unrevealing.

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