When Melania: Twenty Days to History hit theaters in late January, it became an unexpected topic of debate. The question wasn’t if people would attend the screenings — it was whether the box office numbers would justify the eye-popping investment Amazon made in the film.
With a price tag reported to be around $75 million, the documentary, directed by Brett Ratner, centered on First Lady Melania Trump’s return to Washington, sparked interest but also doubt. Amazon MGM reportedly paid $40 million for distribution rights and a companion docuseries and spent an additional $35 million on marketing. Early projections for its opening weekend were underwhelming, forecasting a modest $1 million to $5 million take.
Opening Weekend Reality Check
In reality, Melania exceeded the box office expectations. After two weeks, the film had grossed $13.5 million domestically, and projections indicated it would finish its theatrical run between $16 million and $20 million. In comparison, political documentaries like 2018’s RBG made $14.4 million and Won’t You Be My Neighbor grossed $22 million.
Despite the impressive start, traditional box office numbers tell a different story. Theater owners retain roughly half of the ticket sales, which means Amazon could walk away with only about $10 million — still a long way from recouping its $75 million investment.
Audience vs. Critics
The film’s financial performance may be up for debate, but the audience’s reception has been significantly more enthusiastic than the critics’. Melania earned an “A” CinemaScore and a stunning 99% audience rating on Rotten Tomatoes. In stark contrast, critics were less impressed, with the film receiving a dismal 8% rating on the same platform.
At the Washington premiere, Melania herself offered some perspective on the documentary’s value. She clarified, “Some have called this a documentary. It is not. It is a creative experience that offers perspectives, insights, and moments.” When asked how she would define success, she responded, “For myself, it’s already successful, what we did. And it will speak for itself.”
A Strategic Win or a Missed Opportunity?
While the financial success of Melania remains uncertain, the overwhelming positive reception from audiences points to a larger strategic win for Amazon. The film’s unique approach to storytelling — focusing on a “creative experience” rather than a traditional documentary — resonated more with viewers than critics.
Despite not meeting box office expectations fully, Amazon’s gamble on Melania may still be viewed as an investment in the long-term cultural conversation around the former First Lady. Even if it doesn’t break major box office records, the film has ignited discussions and gained a dedicated following — which might be the true measure of success for this political documentary.
