North American cinemas witnessed a surprise hit as ‘Melania,’ the documentary profiling ex-First Lady Melania Trump, grossed about $7 million in its opening weekend. Helmed by Brett Ratner, it spotlights the tense period before Donald Trump’s repeat inauguration, humanizing a figure often shrouded in mystery.
Die-hard supporters drove the numbers, a windfall that could etch it into documentary lore as the decade’s standout performer. Trump herself highlighted the ‘A’ CinemaScore on X, underscoring widespread fan approval.
Critics, however, issued a resounding thumbs-down, assigning abysmal scores of 6% on Metacritic and 10% on Rotten Tomatoes—indicating scant praise amid widespread panning.
Ratner’s return to directing after 12 years follows dismissed harassment claims, paving the way for this venture. The financial stakes are immense: Amazon MGM Studios shelled out $40 million for distribution and $35 million on marketing, prompting labels of the priciest doc ever from The Hollywood Reporter.
Dismissing cost exaggerations, Amazon pointed to audience draw as the rationale. Viewership patterns mirrored ideological divides, with conservatives turning out en masse and liberals staying home. Per Variety, 75% hailed from North America, 11% Hispanic, painting a portrait of targeted appeal.
‘Melania’ thus emerges as a litmus test for politically charged films, where box office fervor clashes with critical consensus, potentially heralding a new era of audience-driven cinema.