Amazon's 'Melania' Documentary Opens to $7.04M Despite Harsh Reviews
Amazon MGM's 'Melania' earned an estimated $7.04 million opening weekend after a $40 million acquisition and $35 million marketing spend.
Boston Herald‘Melania’ ticket sales surprise at $7M
USA TODAY'Melania,' panned by critics, still makes history. What could it mean?
Boston Globe‘Melania,’ panned by some film critics, opens with strong ticket sales for a documentary
Daily Caller‘Melania’ Earns $8 Million Opening Weekend, Marking Best Documentary Debut In Over 10 Years
Overview
Amazon MGM Studios' documentary 'Melania' grossed an estimated $7.04 million in its opening weekend in 1,778 North American theaters, studio and Comscore estimates show.
Amazon paid $40 million for the rights and spent roughly $35 million on marketing, a $75 million upfront outlay analysts say makes theatrical profit unlikely.
Kevin Wilson, head of domestic theatrical distribution for Amazon MGM Studios, said in a statement he was "very encouraged" and cited plans for a "long-tail lifecycle" on Prime Video.
Industry exit polls show the film's opening audience was 72% aged 55 or older, 72% female and 75% white, with top markets including Florida and Texas.
The documentary will stream on Prime Video after its theatrical run, and analysts warn limited international sales and the $75 million cost could prevent recoupment, while critics allege the $40 million acquisition aimed to curry favor with the Trump administration.
Analysis
Center-leaning sources frame the story as a politically charged, high-cost PR success rather than a conventional box-office triumph. Editorial choices emphasize expense, Trump promotion, Ratner's exile, and harsh critical reviews ('eviscerated'), while quoting audience scores and Amazon/consultant statements as source content that shows a polarized reception and possible strategic motives.