Strong Box Office Debut

The new documentary about Melania Trump exceeded box office expectations, earning over $7 million (£5.1 million) in US cinemas during its opening weekend.

The film, which follows the US First Lady, reportedly became the most expensive documentary ever produced, with Amazon acquiring the rights for $40 million (£29 million) and investing an additional $35 million (£25.5 million) in marketing.

Initial projections estimated the film would generate around $5 million (£3.7 million) in its first weekend. However, its actual earnings were described by Variety as

"a huge start for a documentary"

and by the Hollywood Reporter as

"no one saw that coming"

.

Despite this strong opening, the documentary will need to earn significantly more to recoup its costs. Some commentators have suggested that Amazon's acquisition is motivated more by political considerations than immediate financial returns.

Film Content and Production

Melania: 20 Days to History offers viewers an intimate look at the First Lady's life during the days leading up to her husband's January 2025 inauguration. Melania Trump is credited as one of the film's producers.

The documentary achieved the largest opening weekend for a non-fiction feature in the past decade, according to Deadline.

Melania Trump stated that the film has been

"loved by all"

, referencing the A CinemaScore rating it received from audiences who viewed the film.

On Rotten Tomatoes, the documentary holds an overwhelmingly positive 99% audience score, contrasting sharply with a 10% rating from film critics.

Critical Reception

Critics have been largely unfavorable. Variety's Owen Gleiberman described the documentary as

"so orchestrated and airbrushed and stage-managed that it barely rises to the level of a shameless infomercial"

.

Similarly, William Thomas of Empire characterized it as

"an obsequious, ring-kissing portrait of the current US administration, dressed in gauche, glossy reality-TV clothing"

.

The London Evening Standard's Melanie McDonagh offered a more moderate perspective with a three-star review, acknowledging the

"scathing" reviews

but adding that

"those who accept what it's about - Melania, curated by Melania (this may be mostly political nerds), it's rather fascinating."

Amazon's Investment and Political Speculation

Amazon's substantial investment in the film has raised questions about its motives, despite the documentary's strong opening weekend performance.

The Hollywood Reporter noted that

"Amazon MGM Studios plunked down $40 million for worldwide licensing rights in a deal widely seen as a move to cozy up to the White House"

.

Last week, the New York Times reported that much of Hollywood is questioning

"whether Amazon's push is anything more than the company's attempt to ingratiate itself with President Trump"

.

When approached for comment on its promotion of the film, Amazon reiterated a previous statement:

"We licensed the film for one reason and one reason only - because we think customers are going to love it."

Amazon's agreement for the documentary also includes rights to a follow-up series about Melania Trump.

Distribution and Audience Response

Kevin Wilson, head of domestic theatrical distribution at Amazon MGM, told Variety:

"We're very encouraged by the strong start and positive audience response, with early box office for Melania exceeding our expectations.

This momentum is an important first step in what we see as a long-tail lifecycle for both the film and the forthcoming docu-series, extending well beyond the theatrical window and into what we believe will be a significant run for both on our [streaming] service."

The documentary performed particularly well among older white women in states such as Texas and Florida, which are considered pro-Trump strongholds.

It was also released in cinemas in the United Kingdom, though box office figures there have not yet been reported.

Director and Controversies

The film is directed by Brett Ratner, marking his first project since allegations of sexual misconduct surfaced against him in 2017, which he has denied.

Over the weekend, photographs emerged showing Ratner with the late convicted sex offender Jeffrey Epstein and two women. There is no indication of wrongdoing related to these images.

The BBC contacted Ratner's representative on Sunday seeking comment.