Promoted by President Donald Trump as “a must watch,” the Melania Trump documentary “Melania” debuted with a better-than-expected $7 million in ticket sales, according to studio estimates Sunday.
The release of “Melania” was unlike any seen before. Amazon MGM Studios paid $40 million for the rights, plus some $35 million to market it, making it the most expensive documentary ever. Directed by Brett Ratner, who had been exiled from Hollywood since 2017, the film about the first lady debuted in 1,778 theaters in the midst of Trump’s turbulent second term.
While the result would be a flop for most films with such high costs, “Melania” was a success by documentary standards. It’s the best opening weekend for a documentary, outside of concert films, in 14 years. Going into the weekend, estimates ranged from $3 million to $5 million.
But there was little to compare “Melania” to, given that presidential families typically eschew in-office memoir or documentary releases to avoid the appearance of capitalizing on the White House. The film chronicles Melania Trump over 20 days last January, leading up to Trump’s second inauguration.
On Thursday, Trump hosted a premiere of the film at the Kennedy Center, with attendees including Cabinet members and members of Congress. There, Ratner downplayed its box-office potential, noting: “You can’t expect a documentary to play in theaters.”
The No. 1 movie of the weekend was Sam Raimi’s “Send Help,” a critically acclaimed survival thriller starring Rachel McAdams and Dylan O’Brien. The Walt Disney Co. release debuted with $20 million. The film, with a $40 million budget, was an in-between kind of release for Raimi, whose hits have typically ranged from low-budget cult (“Army of Darkness”) to big-budget blockbuster (2002’s “Spider-Man”).
The microbudget sci-fi horror film “Iron Lung,” directed by YouTuber and filmmaker Markiplier, came in second with $17.9 million, far exceeding expectations. The Jason Statham action thriller “Shelter” debuted with $5.5 million.
But most of the curiosity was on how “Melania” would perform. A week earlier, the White House hosted a black-tie preview attended by Amazon chief executive Andy Jassy, Apple chief executive Tim Cook and former boxer Mike Tyson.
The film arrived in a week dominated by coverage of federal immigration tactics in Minnesota after a U.S. Border Patrol agent fatally shot 37-year-old Alex Pretti in Minneapolis.
“Melania” didn’t screen in advance for critics, but reviews that rolled out Friday, once the film was in theaters, weren’t good. Xan Brooks of The Guardian compared the film to a “medieval tribute to placate the greedy king on his throne.” Owen Gleiberman of Variety called it a “cheese ball informercial of staggering inertia.” Frank Scheck of The Hollywood Reporter wrote: “To say that ‘Melania’ is a hagiography would be an insult to hagiographies.”
But among those who bought tickets over the weekend, the response was far more positive. “Melania” landed an “A” CinemaScore. Audiences were overwhelmingly 55 and older (72% of ticket buyers), female (72%) and white (75%). As expected, the movie played best in the South, with top states including Florida and Texas.
David A. Gross, who runs the movie consulting firm FranchiseRe called it “an excellent opening for a political documentary.”
“For any other film, with $75 million in costs and limited foreign potential, it would be a problem,” said Gross. “But this is a political investment, not a for-profit movie venture, and if it helps Amazon with a regulatory, taxation, tariff or other government issue, then it will pay back. $75 million is insignificant to Amazon.”
“Melania” is Ratner’s first film since he was accused of sexual misconduct in 2017. Multiple women, including the actor Olivia Munn, accused Ratner of sexual harassment and misconduct. Ratner has denied the allegations. Last fall, after Trump’s reported intervention, Paramount Pictures said it would distribute his “Rush Hour 4.”
“Melania,” which will stream on Prime Video following its theatrical run, was released globally. Shortly before its debut, South African distributor Filmfinity said it would no longer release it. The company said it changed course “based on recent developments.”
International ticket sales for “Melania” were expected to be minuscule.
Top 10 movies by domestic box office
With final domestic figures being released Monday, this list factors in the estimated ticket sales for Friday through Sunday at U.S. and Canadian theaters, according to Comscore:
1. “Send Help,” $20 million.
2. “Iron Lung,” $17.9 million.
3. “Melania,” $7 million.
4. “Zootopia 2,” $5.8 million.
5. “Shelter,” $5.5 million.
6. “Avatar: Fire and Ash,” $5.5 million.
7. “Mercy,” $4.7 million.
8. “The Housemaid,” $3.5 million.
9. “Marty Supreme,” $2.9 million.
10. “28 Years Later: The Bone Temple,” $1.5 million.
This story was originally featured on Fortune.com
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