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Amazon MGM Studios' documentary Melania delivered an unexpected box office showing this weekend, earning $7 million domestically and marking the strongest opening for a non-music documentary in more than a decade.
The debut stands out in a genre that typically struggles to draw theatrical audiences. According to Comscore data, most documentaries released over the past 10 years have opened below $5 million, with worldwide totals often capped between $10 million and $20 million unless tied to major music acts.
Melania, which follows former first lady Melania Trump during her return to the White House in early 2025, now ranks among the highest-performing political documentaries in recent history. The record remains Michael Moore's Fahrenheit 9/11, which opened to $23.9 million in 2004 and went on to gross $119 million domestically.
"We're encouraged by the early turnout and audience engagement," said Kevin Wilson, Amazon MGM Studios' head of domestic theatrical distribution, noting that the theatrical
release is intended to support a longer lifecycle that includes streaming and a planned docu-series.
Amazon reportedly acquired the film for approximately $40 million and spent an estimated $35 million on marketing, making profitability unlikely based on theatrical revenue alone.
Audience data shows ticket sales were driven largely by women and viewers over the age of 55, who together accounted for more than 70% of box office receipts. Rural theaters represented roughly 46% of total ticket sales, significantly above their typical share of the domestic market, according to EntTelligence.
The research firm estimates that about 600,000 people attended screenings over the opening weekend, with especially strong turnout in conservative-leaning states such as Florida and Texas.
Audience reception has been sharply divided from critical response. While user scores on Rotten Tomatoes reached 99% from hundreds of ratings, critics were far less favorable, giving the film an 11% score and frequently describing it as overly flattering and politically motivated.
Despite mixed reviews, the opening performance signals continued interest in politically focused documentaries, particularly when supported by expansive marketing and a targeted theatrical strategy
