# Amazon’s ‘Melania’ Documentary Exceeds Expectations with $7M Opening Weekend
Amazon’s highly anticipated documentary about First Lady Melania Trump has made waves at the box office, earning **$7 million during its opening weekend**[1]. While this figure represents a significant achievement for the documentary genre, it masks a more complex financial reality for the streaming giant, which has invested heavily in the project with little prospect of theatrical profitability.
## The Numbers Behind the Hype
The documentary’s opening weekend performance exceeded pre-release predictions of $3 to $5 million, marking what some have called a strong debut for a non-fiction film[1]. However, the broader financial picture tells a different story. Amazon paid $40 million to acquire the distribution rights to “Melania” and reportedly spent an additional $35 million on marketing, bringing the total investment to $75 million[1][2]. With only $7 million in opening weekend revenue, the film finds itself $68 million in the red before accounting for ongoing theatrical expenses[2].
Despite these sobering figures, Amazon MGM Studios’ head of domestic theatrical distribution Kevin Wilson has framed the opening as a success. “We’re very encouraged by the strong start and positive audience response, with early box office for Melania exceeding our expectations,” Wilson told The Hollywood Reporter[2]. This messaging reflects a strategic pivot toward the film’s long-term value on Amazon’s Prime streaming service rather than its theatrical performance.
## Box Office Competition and Market Position
“Melania” arrived in theaters on January 30, 2026, alongside several other notable releases[1]. The documentary claimed third place for the weekend, behind Sam Raimi’s critically acclaimed survival thriller “Send Help,” which earned $20 million, and “Iron Lung,” a video game adaptation directed by YouTuber Markiplier, which surprisingly grossed $17.8 million[1]. This positioning, while respectable for a documentary, underscores the challenge of sustaining theatrical interest in the project.
The film’s performance represents one of the largest documentary openings in over a decade[2], a distinction that carries particular weight given the rarity of major theatrical releases centered on political figures or their families. As director Brett Ratner noted at the Kennedy Center premiere, “You can’t expect a documentary to play in theaters,” a candid acknowledgment of the genre’s inherent limitations[3].
## The Controversial Acquisition and Political Implications
The circumstances surrounding Amazon’s acquisition of “Melania” have drawn significant scrutiny. Amazon’s $40 million bid came in $26 million ahead of Disney’s offer, the next highest bidder[1]. This substantial premium has sparked debate about the studio’s true motivations. Ted Hope, a veteran film executive who led Amazon’s film division until 2020, suggested the deal reflected political considerations rather than commercial viability. “How can it not be equated with currying favor or an outright bribe?” Hope asked The New York Times[1].
The documentary follows Melania Trump over 20 days leading up to President Trump’s second inauguration in January 2025[1][3]. A white-tie preview screening at the White House drew prominent attendees including Amazon CEO Andy Jassy, Apple CEO Tim Cook, and former boxer Mike Tyson, further fueling perceptions of political alignment[3].
## Critical Reception and Audience Divide
The film has faced overwhelmingly negative reviews from critics. It currently holds a 7% rating on Metacritic, indicating “overwhelming dislike,” and a 10% score on Rotten Tomatoes[1]. Prominent critics have been particularly harsh. The Guardian’s Xan Brooks compared it to a “medieval tribute to placate the greedy king on his throne,” while Variety’s Owen Gleiberman dismissed it as a “cheese ball informercial of staggering inertia”[3]. New York Times critic Manohla Dargis described it as “a very circumscribed and carefully stage-managed chronicle of Mrs. Trump’s day-to-day life”[1].
However, the audience response presents a starkly different picture. Conservative viewers have flooded review platforms with positive ratings, bringing the audience score on Rotten Tomatoes to 99%[2]. This dramatic divergence between critical and audience reception highlights the film’s polarizing nature.
## Production Controversies
The documentary’s production faced additional complications. Directed by Brett Ratner, it marks his first directorial effort since 2017, when multiple women accused him of sexual harassment and misconduct—accusations he has denied[1]. The production’s troubled history is further reflected in the fact that two-thirds of the “Melania” crew in New York requested not to be formally credited in the film[1].
Notably, the documentary did not receive advance screenings for critics, an unusual practice that prevented early reviews from influencing opening weekend attendance[1].
## Looking Ahead: The Streaming Strategy
Amazon’s long-term strategy for “Melania” extends well beyond theaters. Wilson emphasized that the opening weekend represents “an important first step in what we see as a long-tail lifecycle for both the film and the forthcoming docu-series,” with expectations for “a significant life” on Prime Video[1]. Melania Trump has announced a spin-off series set to arrive in “a few months,” suggesting Amazon plans to leverage the documentary franchise across multiple platforms[2].
The theatrical release was a contractual requirement of Amazon’s acquisition deal, but the studio’s genuine investment lies in streaming distribution. With the film expected to become available on Prime Video three to four weeks after its theatrical debut, Amazon appears positioned to recoup losses through subscriber engagement rather than box office returns[4].
Original source: TechCrunch – Amazon’s ‘Melania’ documentary makes $7M on opening weekend
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