Audience Skewed Toward Core Supporters (Image Credits: Unsplash)
The Amazon-backed documentary Melania exceeded expectations at the box office, pulling in roughly $7 million domestically during its debut weekend despite widespread critical dismissal.[1][2]
Audience Skewed Toward Core Supporters
Viewers who turned out for the film aligned closely with a specific demographic profile. Data from Amazon MGM Studios revealed that 75 percent of the audience identified as white, 70 percent were women, and 72 percent were aged 55 or older.[1][2] This group awarded the movie an A CinemaScore, praising Melania Trump as an accomplished role model.
The turnout marked a strong start for a political documentary, more than double the genre average. Analysts noted the enthusiasm resembled that of faith-based films, where audiences feel a personal connection to the subject.[2]
Top Markets Cluster in Sunbelt Strongholds
Sales concentrated in conservative-leaning regions across the South and Southwest. Dallas, Houston, and Atlanta led ticket purchases in Texas and Georgia, while Florida cities like Orlando, Tampa, and West Palm Beach followed closely.[1] Phoenix rounded out the top performers in Arizona.
These areas contrasted sharply with urban centers in blue states, where theaters reported sparse attendance. The pattern underscored the film’s appeal within the Trump base, even as social media highlighted empty screenings elsewhere.[1]
- Dallas, Texas
- Houston, Texas
- Orlando, Florida
- Tampa, Florida
- Phoenix, Arizona
- Atlanta, Georgia
- West Palm Beach, Florida
Critics Pan While Fans Embrace the Portrait
Reviewers dismissed the film as an airbrushed infomercial, one of the priciest ever produced. It premiered amid protests at the Trump Kennedy Center, with detractors likening it to propaganda.[1][3] TikTok users countered by boosting Michelle Obama’s Becoming on Netflix.
Yet audiences diverged sharply, delivering glowing post-screening feedback. Kevin Wilson, head of domestic theatrical distribution at Amazon MGM Studios, called the results “an important first step” toward a long lifecycle, including a forthcoming docuseries.[1]
High Budget Backs Unconventional Release
Amazon acquired rights to the Brett Ratner-directed project for $40 million in early 2025 and invested another $35 million in promotion. First Lady Melania Trump served as executive producer, chronicling her 20 days before the January 2025 inauguration.[1][3] The film opened on over 1,500 screens nationwide, rare for documentaries.
Content focused on inauguration preparations, outfit designs, and personal reflections amid her mother’s passing. Trump hailed it at the New York Stock Exchange as “a window into an important period for America.”[1]
| Metric | Value |
|---|---|
| Domestic Opening | $7 million |
| Audience Age 55+ | 72% |
| Female Viewers | 70% |
| White Viewers | 75% |
Key Takeaways
- The film’s success highlights niche appeal in political documentaries.
- Heavy marketing investment yielded targeted turnout despite broad empty seats.
- Audience loyalty outpaced critic consensus, signaling potential streaming longevity.
While Melania trails top horror releases this weekend, its haul signals untapped demand among older white women for sympathetic portrayals of the first lady. What draws this group to the screen, and will the momentum carry into streaming? Share your thoughts in the comments.
