Melania Documentary Earns $7M in Opening Weekend

Amazon MGM Studios' documentary 'Melania' brought in $7 million in ticket sales over its opening weekend starting January 30, 2026, beating estimates that ranged from $3 million to $5 million. The film, which follows first lady Melania Trump during 20 days leading to President Donald Trump's second inauguration, opened in nearly 2,000 U.S. theaters amid heavy promotion and political buzz during Trump's ongoing term.

Background

The project started right after the 2024 election when studios began bidding for rights to a film about Melania Trump. Amazon won with a $40 million offer, the highest ever for a documentary, which included plans for a theatrical release and a follow-up series on Prime Video. Other bidders like Disney, Netflix, and important offered less, with Disney around $14 million. Melania Trump kept editorial control and took home $28 million personally.

Directed by Brett Ratner, this marks his first film since 2017 sexual misconduct allegations from several women, including actress Olivia Munn, which he denies. Reports say Trump helped clear the way for Ratner's return, with important later agreeing to distribute his 'Rush Hour 4.' Amazon added about $35 million in marketing, including $3.5 million on TV ads from late December 2025 to mid-January 2026, mostly on Fox News shows. They held a black-tie preview at the White House with guests like Amazon CEO Andy Jassy, Apple CEO Tim Cook, and Mike Tyson. Premieres happened January 29 at the Kennedy Center and in 20 other cities for supporters.

The film covers intimate moments from last January, showing family life with humor, sadness, grief, and celebration, as Trump described it. President Trump called it 'a must watch.' It hit theaters in 1,778 to 2,000 U.S. locations and 5,000 worldwide, a rare move for documentaries tied to sitting presidents, who usually avoid such projects to steer clear of profiting off office.

Key Details

Ticket sales hit $2.9 million on opening day Friday, pushing the weekend total to $7 million in the U.S. and Canada. That made it the third biggest film that weekend, behind 'Send Help' at $20 million and 'Iron Lung' at $17.9 million. Other top films included 'Zootopia 2' at $5.8 million, 'Shelter' at $5.5 million, and 'Avatar: Fire and Ash' at $5.5 million.

Audiences gave it an 'A' CinemaScore and five out of five stars from PostTrak, with 89% saying they would recommend it. Buyers were mostly over 55 (72%), women (72%), and white (75%), with 49% Republicans and just 2% Democrats on opening day. It did best in the South, like Florida and Texas, where some theaters sold out in conservative areas. But in places like Boston's biggest AMC, only one ticket sold for three showtimes. Fandango data showed just two sold-out screenings out of 1,398 in 329 theaters before premiere.

Critics hated it, with 10% positive on Rotten Tomatoes from 20 reviews and a 7/100 on Metacritic from 14. Many called it pro-Trump propaganda, not a real documentary.

Costs and Expectations

Total spend reached about $75 million for rights, production, and marketing, dwarfing budgets for past docs like 'RBG' at $3 million marketing. Amazon required theaters first before streaming in three to four weeks. International sales look small; South Africa's Filmfinity dropped it over recent developments. Experts note $7 million is strong for a doc, best opening in 14 years excluding concert films.

"For any other film, with $75 million in costs and limited foreign potential, it would be a problem. But this is a political investment, not a for-profit movie venture." – David A. Gross, FranchiseRe

What This Means

The $7 million haul beats expectations for a documentary but falls short of covering costs, making theater profits unlikely. David Gross of FranchiseRe says the spend is tiny for Amazon and could pay off if it helps with government issues like regulations, taxes, or tariffs. Critics like Jimmy Kimmel called it a $75 million bribe, and former ethics official Don Fox said it looks like currying favor. Filmmaker Julie Cohen questioned its integrity due to Trump's control and the price tag.

Documentary maker Kyle Henry labeled it campaign ad, not journalism. Ted Hope, ex-Amazon film head, wondered if the high bid was a bribe. Audience love contrasts critic scorn, showing deep divides. Strong turnout from older women in red states hints at loyal base turnout, even as broader sales stayed low.

Theaters in conservative spots filled up while liberal areas ignored it, matching the film's pull with Trump supporters. Global push faced hurdles, with one distributor bailing. Streaming on Prime Video soon could boost views, especially with the docuseries plan. Ratner's comeback adds layers, tying Hollywood exile to political ties.

Box office sets a mark for political docs, but questions linger on motives. Trump family earned big, Amazon got buzz, and theaters saw turnout where it mattered. Weekend rankings show it held against thrillers and horrors, proving curiosity drew crowds despite backlash. As final numbers drop Monday, focus shifts to long-term impact on Amazon's strategy and Trump's image machine.