‘Melania’ Arrives With Strong Box Office Showing for a Documentary
The New York Times • • entertainment
Key Points:
- Amazon's documentary "Melania" is projected to earn about $8.1 million in opening weekend ticket sales in the U.S. and Canada, marking the best documentary start (excluding concert films) in 14 years.
- Despite this strong opening, Amazon's $75 million investment in distribution rights and marketing means it will recoup only around $4 million after theater owners take their share.
- The film's audience skews heavily female (72%) and over 55, with significant support from rural and Republican-leaning areas, particularly in Florida, Texas, and Arizona.
- Some viewers see the documentary as a "fluff piece" or propaganda, while others attend to support a conservative viewpoint and counter Hollywood narratives.
