Prime Highlights:
- Melania earned $7 million on its opening weekend, marking the highest debut for a non-music documentary in over a decade.
- The film’s strong audience response shows it resonates with women and viewers over 55, reflecting Amazon’s successful marketing strategy.
Key Facts:
- Approximately 600,000 people watched the documentary during its opening weekend, with rural theaters contributing 46% of total box office revenue.
- Despite low critic ratings (11%), audience reviews remain overwhelmingly positive, with a 99% approval on Rotten Tomatoes’ “Popcornmeter.”
Background:
Amazon MGM Studios’ documentary Melania had an impressive start at the domestic box office this past weekend, earning $7 million, the highest opening for a non-music documentary in over ten years.
Documentaries usually earn modest amounts, with most releases over the past decade opening below $5 million and making between $10 million and $20 million worldwide, according to Comscore. Movies about famous musicians or events usually make more money because they already have fans.
Melania’s debut has surpassed expectations, showing strong interest from audiences. Kevin Wilson, head of domestic theatrical distribution at Amazon MGM Studios, said, “We’re very encouraged by the strong start and positive audience response. This momentum is an important first step for the film and the upcoming docu-series, which we expect to perform well beyond theaters and on our streaming service.”
Amazon reportedly acquired the documentary for around $40 million, with a similar amount spent on marketing, reflecting the company’s confidence in its success. Around 600,000 viewers watched the film over the weekend. Women and viewers over 55 made up more than 70% of ticket sales, while rural theaters contributed 46% of total revenue, compared to the usual 30%.
Audiences really liked the film, with 99% of more than 500 users giving it a positive score on Rotten Tomatoes’ “Popcornmeter.” Critics, however, were less impressed, giving it just 11%, with some calling it “propaganda.”
Even with mixed reviews, the strong box office shows that Melania connects with its main audience and reflects Amazon’s effective marketing. Experts say the film’s success could attract more viewers to the streaming platform when the related docu-series is released.
The documentary shows that political films can do well in theaters when marketing is strong and audiences are interested, highlighting changes in how movies succeed both in cinemas and on streaming services.