First Weekend Ticket Sales Reach $7 Million, Bolstered by Conservative Support
Best Opening for Documentary Genre in 14 Years
Distribution Rights and Marketing Cost $75 Million…Profitability Still Questionable
“Popular in Rural and Republican-Dominant Regions, Especially Among Women and Middle-aged Viewers”, ‘[Reporter Bang Seong-hun, Edaily] The documentary film ‘Melania,’ featuring Melania Trump, wife of US President Donald Trump, has achieved box office success in North America immediately after its release. ‘,
,
,
|
, ‘According to CNN and the New York Times (NYT) on the 1st (local time), Amazon announced that it made $7 million in ticket sales during the opening weekend of Melania. This marks the best opening performance for a documentary film since ‘Chimpanzee’ in 2012, according to the NYT. ‘,
,
, ‘The ticket sales exceeded the initial forecast of $5 million, indicating that Melania Trump could “save face.” ‘,
,
, ‘However, considering Amazon acquired the distribution rights for $40 million and spent an additional $35 million on marketing to release the film in 1,778 theaters in the U.S., it’s still a long way to profitability, experts noted. ‘,
,
, ‘The film has also opened in 1,600 theaters overseas, but Amazon did not provide estimates for international ticket sales. Box office analysts stated that audience turnout was low. ‘,
,
, ‘CNN commented, “The movie Melania conducted massive marketing, unmatched by any other documentary, from bus ads to commemorative popcorn containers in theaters,” but added, “In terms of profitability alone, it has yet to be called a success. It is the most expensive documentary film ever.” NYT also noted, “There hasn’t been a documentary as costly as Melania.”’,
,
, ‘The divide between conservative and progressive camps in the current American society was reflected in the regions and age groups where the movie was popular. ‘,
,
, ‘According to market research firm Entelligence, 46% of the opening weekend revenue came from rural areas, and 53% from Republican-leaning regions. Key box office regions included Florida, Texas, and Arizona.’,
,
, ‘Furthermore, according to Amazon, 72% of the audience was female, with a majority being middle-aged and older adults aged 55 and above. ‘,
,
, ‘The NYT reported, “Trump’s ‘MAGA’ supporters and Melania Trump fans flocked to theaters on opening day, with some theaters erupting into applause during scenes of Trump’s inauguration and some audiences chanting ‘Trump 2028.’”,
,
, ‘Regarding the film’s content, industry insiders criticized it as “excessively staged and glamorized propaganda,” and “a political investment rather than a profit-focused film industry endeavor.” The presence of Trump’s close associates and key figures like Defense Secretary Pete Hegseth and Health and Human Services Secretary Robert Kennedy Jr. at the premiere fueled such criticism. ‘,
,
, ‘Conversely, conservative audience members who visited the theater largely offered positive feedback, describing it as “informative and beautiful” and “a film to watch lightheartedly.” A 60-year-old viewer told the NYT, “I bought tickets to send a message to the progressive film industry. I wanted to see this film give Hollywood a proper challenge.”’,
,
, ‘Meanwhile, the film Melania is set to be released on Amazon Prime Streaming Service in 3-4 weeks, suggesting that Melania Trump can continue to earn revenue through the platform even after the movie’s theater run ends. ‘,
,
, ‘CNN predicted, “There will remain speculation that Amazon founder Jeff Bezos made the $75 million investment with expected business benefits.”’,
,
,