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Amazon touts ‘Melania’ box office success, though film well short of turning a profit
Fans of President Donald Trump and first lady Melania Trump have made “Melania†a breakout hit by box office standards.
The documentary is on track to earn about $7 million in its opening weekend, with ticket sales reflecting a familiar red/blue divide in America.
“Melania†is projected to be the best-performing documentary of its kind in a decade, a takeaway that the first lady trumpeted in a post on X.
Then again, “Melania†also received a marketing rollout unlike any other documentary, complete with ads on buses and commemorative popcorn tins at theaters.
By financial standards, the film is not a winner, at least not yet. The company that financed it, Amazon MGM Studios, still has a long way to go to break even.
Melania Trump documentary shocks at the box office
"Melania," the controversial documentary featuring first lady Melania Trump, surprised at the box office, notching a $7 million opening weekend, according to estimates released Sunday, Feb. 1, by Amazon MGM Studios.
Directed by Brett Ratner, who has been in Hollywood exile since denying sexual harassment allegations in 2017, "Melania" had been tracking for a $3 million to $5 million opening. The movie follows the 20 days leading up to President Donald Trump's second inauguration in 2025, from his wife's perspective. Final box-office numbers will be announced Feb. 2.
Anything over $1 million is "a huge number," said Jeff Bock, senior media analyst for Exhibitor Relations, in an interview with USA TODAY the week before release. "That would mean that a lot of folks who don't normally go to the movies went to this."
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