Amazon’s Melania Trump documentary overperformed at the box office, but Amazon has a long way to go before breaking even.<\/b>
\nTo the casual Hollywood observer, \u00ab\u00a0Melania\u00a0\u00bb, Amazon MGM Studios’ documentary on first lady Melania Trump, looks like a hit. But looks can be deceiving.
Brett Ratner’s all-access glimpse at the first lady in the days leading up to the 2025 inauguration of President Donald Trump took in $7 million at the box office this weekend despite dismal reviews (it currently holds a 10% critics rating on Rotten Tomatoes). The $7 million take is the biggest opening for a non-concert, non-fiction movie in a decade.
But delving deeper into the numbers, it’s clear that \u00ab\u00a0Melania\u00a0\u00bb faces an uphill battle to profitability.Amazon is $75 million in the hole for ‘Melania’
At first glance, the $7 million opening looks impressive in the context of how other popular docs have fared at the box office.
Questlove’s 2021 Oscar-winning documentary \u00ab\u00a0Summer of Soul\u00a0\u00bb, for example, broke the record for the biggest Sundance buy ever for a doc when it was sold to Searchlight\/Hulu for $15 million. And that film only has a lifetime gross of $3.7 million.
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However, Amazon bought \u00ab\u00a0Melania\u00a0\u00bb for $40 million ($28 million of which was pocketed by the first lady, according to The Wall Street Journal) and spent an additional $35 million on marketing the film, meaning it’s $75 million in the hole and could face a long road to profitability.
This is an astronomical amount, according to veteran documentary film producers and industry insiders, who told Business Insider that documentaries released by streamers typically get between about $500,000 and $2 million on marketing to spend off-platform (this doesn’t count award-season contenders \u2014 those get spends in the tens of millions).
\u00ab\u00a0Spending upwards of $75 million on ‘Melania’ is not about art, it’s about positioning\u00a0\u00bb, Exhibitor Relations box-office analyst Jeff Bock told Business Insider. \u00ab\u00a0It certainly feeds news cycles and gets viral discourse, but ‘Melania’ is really a corporate chess move with a human brand as the piece. This is access and leverage for Amazon, plain and simple.\u00a0\u00bb
In a statement to Business Insider, an Amazon MGM Studios spokesperson said, \u00ab\u00a0We licensed the film for one reason and one reason only \u2014 because we think customers are going to love it.\u00a0\u00bb‘Melania’ found success using the faith-based model
\u00ab\u00a0Melania\u00a0\u00bb found its box office dollars in the areas of the country that are pro-Trump.
Going into the weekend, industry projections had the doc earning between $3 million and $5 million in a release over 1,700 theaters. But theaters in Texas and Florida ended up overperforming, with cities like Fort Myers, Dallas\/Fort Worth, Tampa, Orlando, and Houston all cracking the top ten box-office earners for \u00ab\u00a0Melania\u00a0\u00bb, according to Deadline.
Essentially, Amazon went the path of the faith-based titles of the past: focus on your base to come out, and the rest is gravy.
Take, for example, The Ca\u00f1on, a four-screen theater in Ca\u00f1on City, Colorado. \u00ab\u00a0Melania\u00a0\u00bb was the theater’s biggest draw this weekend, according to Luke Parker Bowles, whose Cinema Lab owns The Ca\u00f1on.
\u00ab\u00a0Exit poll interviews indicated that audience motivation was relatively evenly divided between political alignment and personal curiosity, with a smaller contingent citing a lack of alternative new releases as their primary reason for attendance\u00a0\u00bb, Bowles said.The movie has a challenging road ahead to profitability
But the film’s future in theaters is a murky one.
\u00ab\u00a0Melania\u00a0\u00bb is up against the Super Bowl this coming weekend; after that, Margot Robbie and Jacob Elordi steam up the screen in the latest big-screen adaptation of \u00ab\u00a0Wuthering Heights\u00a0\u00bb, which is certain to attract the female demo. (Comscore PostTrak exit polling showed 72% of the \u00ab\u00a0Melania\u00a0\u00bb audience was over 55, and 72% was female.)
The general consensus in the industry is that Amazon is using the \u00ab\u00a0Melania\u00a0\u00bb theatrical release to generate interest for when it becomes available to stream on Prime Video. There’s also a Melania Trump docuseries coming to Prime.
\u00ab\u00a0We’re very encouraged by the strong start and positive audience response, with early box office for ‘Melania’ exceeding our expectations\u00a0\u00bb, Amazon MGM Studios’ head of domestic theatrical distribution Kevin Wilson said in a statement.
\u00ab\u00a0This momentum is an important first step in what we see as a long-tail lifecycle for both the film and the forthcoming docuseries, extending well beyond the theatrical window and into what we believe will be a significant run for both on our service. We are confident in the long-term value this rollout will deliver to customers both in theaters, and for years to come on Prime Video.\u00a0\u00bb
Others in the industry still call it an expensive ploy.
\u00ab\u00a0It’s just outrageous\u00a0\u00bb, one documentary producer told Business Insider about the amount of money Amazon put into \u00ab\u00a0Melania.\u00a0\u00bb
Still, Amazon’s deep pockets mean it can take gambles others in Hollywood can only dream of.
Only $68 million left to profitability!<\/p>\n