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A Rare Box Office Win for Documentaries

Amazon MGM Studios scored an unexpected theatrical victory this weekend as Melania, its feature documentary centered on former First Lady Melania Trump, pulled in approximately $7 million at the U.S. box office during its opening frame.

That performance marks the strongest debut for a non-music documentary in more than a decade, a notable achievement in a genre that traditionally struggles to attract large theatrical audiences.

Industry data shows that most documentaries released over the past 10 years open below $5 million domestically and typically finish with global grosses in the $10 million to $20 million range. Concert films and projects tied to major music stars often outperform those averages due to loyal fan bases, making Melania’s result even more striking.

For context, Michael Moore’s Fahrenheit 9/11 still holds the all-time record for political documentaries, debuting with $23.9 million in 2004 and eventually earning $119 million domestically. While Melania does not approach those historic highs, its opening places it firmly among the most successful political documentaries of the modern era.

Amazon’s $75 Million Gamble Begins to Pay Off

The strong debut comes after Amazon reportedly invested heavily in the project. The company is estimated to have paid around $40 million to acquire the documentary, followed by roughly $35 million in global marketing and promotion, bringing total spending close to $75 million.

Kevin Wilson, head of domestic theatrical distribution at Amazon MGM Studios, said the early results exceeded internal projections.

“We’re very encouraged by the strong start and positive audience response,” Wilson said, adding that the theatrical release is just the first phase of a broader strategy. Amazon views the film as part of a long-term content rollout that includes a forthcoming docu-series, with both expected to drive engagement on Prime Video well beyond the cinema run.

Executives have increasingly emphasized this hybrid model, using theaters to build awareness and credibility before transitioning high-profile titles to streaming, where subscriber growth and retention become the primary metrics of success.

Who Showed Up at the Box Office

Audience data reveals a highly targeted turnout.

Women and moviegoers aged 55 and older accounted for more than 70% of ticket sales, highlighting the documentary’s appeal among older demographics. Rural theaters also played an outsized role, contributing 46% of total box office revenue. Typically, these locations represent closer to 30% of nationwide ticket sales, suggesting particularly strong interest outside major metropolitan areas.

Analytics firm EntTelligence estimates that approximately 600,000 people purchased tickets over the opening weekend.

This geographic and demographic skew helped propel the film past expectations, especially in smaller markets where political documentaries often struggle to gain traction.

Audience Applause vs. Critical Pushback

Viewer reactions have been overwhelmingly positive. On Rotten Tomatoes, the audience-driven “Popcornmeter” sits at 99%, based on feedback from more than 500 verified users, signaling strong satisfaction among ticket buyers.

Critical reception, however, tells a very different story.

The film currently holds an 11% rating from professional critics on Rotten Tomatoes, with many reviewers characterizing the documentary as overly favorable and labeling it as political messaging rather than balanced storytelling.

This sharp divide between audiences and critics mirrors a broader trend seen in politically charged releases, where box office success is increasingly driven by motivated viewers rather than traditional critical acclaim.

What This Means for Amazon and the Documentary Market

Melania’s debut underscores how major studios and streaming platforms are reshaping the documentary landscape. With deep pockets and integrated theatrical-to-streaming pipelines, companies like Amazon can now turn niche or politically focused projects into meaningful box office events.

Beyond ticket sales, the film is expected to deliver significant value through Prime Video subscriptions, international licensing, and the upcoming companion series. For Amazon, the theatrical opening is less about profit at the box office alone and more about building momentum across its entire content ecosystem.

In an industry where documentaries rarely command mainstream attention, Melania stands out as a case study in how strategic investment, targeted marketing, and polarized subject matter can combine to create a breakout moment.

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