What's Happening?
The documentary 'Melania,' focusing on First Lady Melania Trump, exceeded box office expectations by grossing approximately $7 million domestically during its opening weekend. The film's audience predominantly consisted of older white women, with 75% of viewers being white, 70% women, and 72% aged 55 or over. Major markets included cities like Dallas, Orlando, and Atlanta. Amazon acquired the film rights in early 2025 for $40 million and invested $35 million in marketing. Despite critical reviews, the film opened on over 1,500 screens across the U.S., a rare feat for documentaries. The film's success is attributed to its alignment with President Trump's fan base, as noted by industry analyst David A. Gross.
Why It's Important?
The success of 'Melania' highlights
the potential profitability of political documentaries, especially those tied to high-profile figures like the Trumps. This performance suggests a strong market for content that appeals to specific demographic groups, in this case, older white women who resonate with Melania Trump as a role model. The film's performance also underscores Amazon's strategic investment in high-profile documentaries, which could influence future content acquisition and production strategies. The documentary's success may encourage other studios to explore similar projects, potentially reshaping the landscape of political and biographical documentaries.
What's Next?
Following the documentary's successful opening, Amazon plans to release a docuseries, extending the film's lifecycle beyond its theatrical run. This strategy aims to capitalize on the film's momentum and expand its reach through Amazon's streaming service. The docuseries could further explore Melania Trump's life and influence, potentially attracting a broader audience. Additionally, the film's performance may prompt other streaming platforms to invest in similar high-profile documentaries, potentially leading to increased competition in the genre.
