Melania Trump’s Documentary Set for Major Release
If everything goes according to plan, First Lady Melania Trump and Amazon MGM Studios could announce the largest documentary opening in a decade this weekend, as her new film, Melania, directed by Brett Ratner, is set to launch in over 1,500 theaters across the United States.
Projected Earnings and Comparisons
The film aims to surpass Angel Studios’ documentary After Death, which earned $5 million from 2,645 theaters earlier this year, according to Comscore.
Mixed Reception and Ticket Sales
While leading tracking service NRG predicts an opening around $5 million, exhibitors express less optimism due to slow ticket sales. Reports on social media show theater maps indicating low sales in numerous venues. However, some conservative areas, like El Plano, Texas, show almost full capacity, and select showings in major cities like New York and Los Angeles are reporting decent ticket sales. The main concern is whether the film can maintain audience interest in the weeks leading up to its Prime release.
Aiming for Record-Breaking Figures
If Melania achieves the $5 million mark, it would be among the highest openings for a non-concert or Disney documentary. Notably, many documentaries, including Michael Moore’s, typically have limited releases, apart from his Fahrenheit 9/11, which opened to $23.9 million and became the highest-grossing documentary in the U.S. at $119.2 million.
Marketing Strategies and Publicity Events
Amazon MGM shared details of Melania’s theater count and marketing strategies, mentioning a high-profile premiere on January 29 at the Trump-Kennedy Center, attended by President Donald Trump and his wife. The president is also actively promoting the film on Truth Social.
Challenges Ahead for the Documentary
Launching a documentary in a struggling box office climate presents challenges, especially if Melania only earns between $2 million and $4 million, which might raise doubts about Trump’s support base. Additionally, this is Ratner’s first project since being accused of misconduct nearly a decade ago, claims he has denied.
Marketing Investments and Audience Targeting
Amazon MGM invested $40 million to acquire this groundbreaking documentary, the first of its kind featuring a sitting First Lady. The marketing campaign is substantial, with $35 million allocated, including $3.5 million for national TV ads. The aim is to grasp the attention of older female audiences, even as promotional efforts extend to international markets in cities like Mexico City and Tokyo.
