A $75 million documentary about America’s First Lady just proved that middle America—not coastal critics—still decides what breaks through the culture.
Story Snapshot
- The documentary “Melania” opened to an estimated $7 million in ticket sales, beating pre-weekend expectations of $3 million to $5 million.
- Amazon MGM Studios paid $40 million for rights and spent about $35 million on marketing, making it the most expensive documentary ever by reported costs.
- Critics who reviewed it after release were harsh, but opening-weekend audiences gave it an “A” CinemaScore and skewed heavily 55+.
- The film was directed by Brett Ratner, returning to filmmaking after years away from Hollywood following sexual-misconduct allegations he has denied.
A Documentary Opening That Defied the Narrative
Amazon MGM Studios’ “Melania” debuted in 1,778 theaters and delivered an estimated $7 million opening weekend, a strong result by documentary standards. Studio expectations going into the weekend ranged from $3 million to $5 million, so the opening landed above projections.
Outside of concert films, the release marked the best documentary opening weekend in 14 years. President Donald Trump publicly promoted the film as “a must-watch,” adding to the spotlight.
The scale of the release also made it unusual for a presidential-family project. The film follows Melania Trump over 20 days last January, leading up to Trump’s second inauguration.
Historically, presidential families often avoid in-office memoirs or documentaries to prevent accusations of cashing in on the White House. That context helps explain why the box office became a political and cultural measuring stick, not just another entertainment headline.
‘Melania,’ panned by some film critics, opens with strong ticket sales for a documentaryhttps://t.co/EjbofloOuA pic.twitter.com/TQy2zH82Aa
— The Washington Times (@WashTimes) February 2, 2026
Why the Price Tag Raised Eyebrows—Even With a Strong Opening
The financial structure behind “Melania” is what made the opening weekend so closely watched. Amazon MGM Studios reportedly paid $40 million for the rights and spent about $35 million marketing it, putting total costs near $75 million. Even with $7 million in ticket sales, that kind of spending would normally be a major problem for a theatrical run, especially for a documentary with limited international upside.
A movie consulting executive, David A. Gross of FranchiseRe, described the debut as “an excellent opening for a political documentary,” while also emphasizing how the project should be viewed.
Gross argued that for Amazon, this is “a political investment, not a for-profit movie venture,” suggesting the value could come from influence rather than ticket revenue. That framing matters for conservatives who are wary of corporate power: the story isn’t only about entertainment, but about how massive companies may calculate leverage.
Critics Panned It, but Audiences Showed Up and Approved
“Melania” did not screen in advance for critics. Reviews appeared after the film reached theaters, and several prominent critics were sharply negative. Even so, paying audiences responded very differently: the documentary earned an “A” CinemaScore. The opening-weekend crowd was overwhelmingly older—72% of ticket buyers were 55 and older—and also skewed female (72%) and white (75%), according to reported audience data.
Geography also told its own story. The film performed best in the South, with top states including Florida and Texas. In practical terms, that suggests the film’s strongest support came from the same parts of the country that have spent years pushing back on elite messaging from media and entertainment institutions.
The split between critical response and audience response did not prove anything about motive, but it did show that the cultural gatekeepers no longer control outcomes the way they once did.
Premieres, Power, and a Complicated Director Comeback
The film’s rollout leaned into political visibility. Trump hosted a premiere at the Kennedy Center on January 29, 2026, attended by Cabinet members and members of Congress.
A week earlier, the White House hosted a black-tie preview attended by Amazon CEO Andy Jassy, Apple CEO Tim Cook, and Mike Tyson. Director Brett Ratner also tried to lower expectations at the Kennedy Center event, saying, “You can’t expect a documentary to play in theaters.”
Ratner’s involvement remained part of the story. “Melania” is his first film since he was accused of sexual misconduct in 2017—allegations he has denied.
The documentary is scheduled to stream on Prime Video after its theatrical run, and it was released globally, though one South African distributor said it would no longer release it “based on recent developments.” International ticket sales were expected to be small, keeping the focus squarely on the domestic audience response.
