Amazon’s lavishly-funded documentary Melania has recorded the strongest opening for a non-fiction film in over a decade, taking $7m at the US box office, per theguardian.com. However, the milestone is being overshadowed by its eye-watering $75m price tag and allegations of political maneuvering.
While the debut surpassed industry forecasts of $5m, the film’s financial viability remains under scrutiny. Produced for $40m with a further $35m spent on promotion, the project cost significantly more than the average documentary. Critics and industry insiders have questioned whether Amazon’s investment was a strategic move to “curry favour” with Donald Trump during his second term, a claim both the studio and the Trumps deny.
The film, directed by Brett Ratner, follows the First Lady as she prepared for her 2025 return to the White House. While it was outperformed by horror titles Iron Lung and Send Help, it found a dedicated audience in Republican strongholds.
Data from EntTelligence indicates that 53% of ticket sales came from Republican-leaning counties, with women over 55 in states like Florida and Texas making up the bulk of the viewership. Amazon MGM Studios described the start as “very encouraged,” viewing the theatrical run as a springboard for a forthcoming docu-series on Prime Video.
Despite its commercial start, critical reception has been scathing. Reviewers have dismissed the film as “unrevealing” and “expensive propaganda.” The Hollywood Reporter noted that the film’s laudatory tone toward the First Lady’s achievements was so intense it would make “North Korea blush.”
The production marks a return for director Brett Ratner, who had largely retreated from the public eye following sexual misconduct allegations during the #MeToo movement. At the film’s Kennedy Center premiere, Ratner dismissed claims of a “quid pro quo” as “ridiculous,” insisting the budget was spent on “the best crew in the world.”
However, controversy followed the opening as Ratner’s name appeared in a fresh release of documents pertaining to the late convicted sex offender Jeffrey Epstein. Ratner has not commented on the files, which include photos of him alongside Epstein.
•Featured image: Melania Trump/Samuel Corum/Getty Images
