The recent debut of the documentary "Melania," produced by MGM Studios—owned by Amazon.com, Inc. (NASDAQ: AMZN)—has proven unexpectedly successful at the box office. Industry sources report that the film is anticipated to generate approximately $7 million during its opening weekend, a figure that significantly exceeds the industry forecasts for nonfiction releases, which ranged between $2 million and $5 million. This strong performance places "Melania" among the more notable documentary openings in recent years.
Ticket sales reveal an evident regional divide, with robust attendance in Republican-leaning areas such as Dallas, Phoenix, Tampa, Orlando, and West Palm Beach. These results demonstrate a clear pattern where the documentary resonates more with audiences in conservative markets.
However, the film's financial underpinnings have generated scrutiny. Amazon MGM Studios reportedly acquired the licensing rights for $40 million and invested an additional $35 million in marketing efforts, culminating in a $75 million outlay. Notably, Melania Trump's compensation from this licensing deal allegedly accounts for more than 70% of the fee—amounting to at least $28 million. This substantial payment has sparked speculation about the strategic motives behind Amazon's licensing, including suggestions that the company aimed to foster goodwill with the Trump administration.
Amazon has dismissed these conjectures, emphasizing that their sole motivation for licensing the documentary was the expectation that it would appeal to customers. "We licensed the film for one reason and one reason only—because we think customers are going to love it," the company stated. Critics, including public figures in late-night television such as Desi Lydic, have openly challenged this position, questioning the rationale for the high expenditure linked to the project.
Audience feedback contrasts sharply with critical reception. Moviegoers have given the documentary an "A" CinemaScore, a rating shared by Melania Trump herself on the social media platform X. Conversely, the critical consensus remains largely unfavorable, with the film holding an 11% approval rating on Rotten Tomatoes as of Sunday morning. Reviewers often characterize the documentary as a promotional piece rather than an objective film, noting its resemblance to a reality television-style portrayal targeted at Trump supporters. For example, commentary from The Bulwark's Sonny Bunch describes the film as a hagiography rather than an impartial documentary.
Despite the successful theatrical opening, industry experts argue that the documentary is unlikely to recoup its considerable investment through box office revenues alone. The long-term value appears oriented toward its upcoming release on Amazon Prime Video, which will incorporate "Melania" alongside three additional companion episodes. Kevin Wilson, Amazon MGM's head of domestic theatrical distribution, expressed confidence in the extended rollout strategy, citing anticipated sustained value over time.
Regarding the film's premiere in Washington, President Donald Trump responded to questions about his involvement by asserting that he was not engaged in its production, stating, "I'm not involved. That was done with my wife." However, on X, he expressed enthusiasm for the documentary, writing, "The audience loved it, and so do I. Check it out—A MUST SEE!"
From a financial markets perspective, Amazon's shares closed at $239.30 on Friday, representing a 1.01% decline for the day, and remained nearly steady in after-hours trading at $239.29, per data from Benzinga Pro. The company maintains a strong Quality rating in Benzinga's Edge Stock Rankings, supported by favorable price trends over short-, medium-, and long-term periods.
Overall, the documentary "Melania" exemplifies a high-profile, controversial media project that achieves commercial success in a polarized cultural environment, while raising questions about the relationship between content acquisition costs and audience reception. Its performance underscores the evolving economics of documentary filmmaking in the context of integrated theatrical and streaming distribution strategies.