Ads for Melania at the New York Stock Exchange, where the first lady rang the opening bell last week. (Spencer Platt/Getty Images)
First lady Melania Trump’s documentary exceeded box office expectations in its opening weekend, earning about $7 million domestically. Audience data from Amazon MGM Studios shows moviegoers were largely white (75%), women (70%) and age 55 or older (72%). Top U.S. markets included Dallas, Orlando, Tampa, Phoenix, Houston, Atlanta and West Palm Beach.
Amazon bought the rights in early 2025 for $40 million and spent roughly $35 million on marketing, making Melania one of the most expensive documentaries ever; the first lady is credited as an executive producer. Critics largely panned the film after its Kennedy Center premiere, where protesters dressed as Marie Antoinette demonstrated outside. On social platforms, some users urged people to watch Becoming, Michelle Obama’s 2020 Netflix documentary, which reappeared among Netflix’s top 10 U.S. movies that weekend.
Although documentaries rarely receive wide theatrical releases, Melania opened on more than 1,500 U.S. screens. Ahead of the global release, photos circulated showing many theaters with plenty of unsold seats for Melania showings. Industry analysts had forecast about $5 million in ticket sales, so the $7 million result was viewed as a solid start for the genre.
For context, the weekend’s top-grossing film was the horror survival thriller Send Help at $20 million, followed by Iron Lung at nearly $18 million. David A. Gross, writing in his industry newsletter FranchiseRe, called Melania “an excellent opening for a political documentary,” noting it’s more than double the genre’s average. Gross told NPR the audience profile “matches with the Trump fan base,” and that moviegoers gave the film an A CinemaScore, suggesting they see Melania as “an accomplished role model.”
Gross also pointed out that with total costs reported near $75 million, limited foreign prospects could pose problems for a typical film. Amazon, however, described the results as exceeding expectations. Kevin Wilson, head of domestic theatrical distribution for Amazon MGM Studios, said the opening is the first step in a “long-tail lifecycle” for both the film and an announced forthcoming docuseries, with further runs expected on Amazon’s platform.
The documentary follows Melania during the 20 days leading up to President Trump’s January 2025 inauguration, including preparation for a candle-lit inaugural dinner (in which cameras briefly pass Jeff Bezos), the design process for her inauguration outfits, and her grieving after her mother Amalija Knavs’ death. At the New York Stock Exchange, Melania called the film “a window into an important period for America.”
Editor’s note: Amazon is among NPR’s recent financial supporters and pays to distribute some NPR content.