The documentary centering on First Lady Melania Trump delivered an opening weekend box office gross of approximately $7 million in the United States, outpacing pre-release industry predictions that ranged between $2 million and $5 million. This initial performance positioned the film among the most successful documentary debuts in recent decades, garnering attention for its unexpected traction in a niche cinematic market.
Several factors contributed to the documentary’s stronger-than-anticipated opening weekend. The film found considerable favor in conservative-leaning states and smaller rural communities, which appeared to form a key part of its audience. Deadline's reporting highlighted this geographic trend, noting the film’s resonance in regions where Republican support is traditionally robust.
Demographically, the film attracted a predominantly female audience, culminating in women comprising 72% of ticket buyers. Notably, an older age group, specifically individuals aged 55 and over, also accounted for a significant share of viewership. The combination of older women in small-town settings was instrumental in elevating the film’s box office results beyond conventional forecasts.
States such as Texas and Florida, which have historically been strongholds for former President Donald Trump, showed particularly strong ticket sales. Conversely, urban centers with liberal leanings like New York City and Los Angeles recorded underwhelming attendance figures.
Amazon’s extensive marketing campaign encompassed a sizable $35 million budget that sought to generate awareness across a variety of channels. These efforts included purchasing advertising space on the social media platform X, securing prominent placements such as an advertisement wrapped around Las Vegas’s iconic Sphere entertainment venue, and airing commercials during high-visibility NFL Playoff games shortly before the documentary’s premiere.
Moreover, promotional momentum likely benefited from widely shared social media posts by influential figures. Former President Trump tweeted about the film multiple times prior to its launch, and Elon Musk, owner of platform X, additionally retweeted material related to the documentary. Both individuals command substantial follower bases on the platform, amplifying the film’s exposure to potentially receptive audiences.
Despite the positive opening weekend, the documentary faces significant challenges in translating initial box office returns into overall profitability. Opening in over 1,700 theaters—a notably broad release scale for a documentary—raises concerns about maintaining audience interest beyond the debut weekend. It is likely that as the weeks progress, the film will be screened in an increasingly limited number of venues.
Early indications suggest a steep decline in gross revenue during subsequent weeks, with fanfare diminishing shortly after the initial release window. The documentary’s critical reception compounds these challenges. While audience polling via CinemaScore reflects an "A" grade, critic reviews remain overwhelmingly unfavorable, with approval ratings near 7% on RottenTomatoes and an IMDb average rating of approximately 1.3 out of 10, signaling widespread critical disfavor.
Amazon acquired the film’s distribution rights for an upfront payment of $40 million, a figure that includes exclusive streaming rights. Combined with the company's $35 million marketing expenditure, the total investment in the documentary approaches $75 million. Given the current performance metrics and market response, the prospect of recuperating this substantial outlay through box office earnings alone appears unlikely.
Looking ahead, the documentary’s future revenue streams may hinge on its performance on Amazon Prime Video's streaming platform. However, documentary films traditionally generate limited subscriber growth compared with live sports events or serialized programming, which are more effective in attracting and retaining subscribers over time.
Internationally, the documentary’s early box office results have been modest at best, raising further doubts about its global commercial viability. In the United Kingdom, the film grossed roughly $44,960 across 155 cinemas, averaging approximately $289 per theater. Meanwhile, the film’s Italian debut yielded an estimated $7,696 from 94 theaters, representing about $81 per screen. These initial sales figures suggest limited interest and do not indicate strong potential for significant overseas expansion.
While the documentary’s debut headline numbers may position it as a relative success when compared to initial estimates, the overall financial outlook remains uncertain. For Amazon, the project’s monetary return is not guaranteed and appears tenuous under current projections. Beyond box office receipts, the film may serve a strategic purpose in influencing public relations, possibly improving Amazon’s standing with political figures, though such benefits are intangible and difficult to quantify.