Melania Documentary Finds Big Weekend Lift From Older White Women

Melania's biographical documentary opened to $7.04 million from 1,778 North American theaters, led by an older, white, female audience (72% 55+, 72% female, 75% white). Amazon MGM reportedly spent $40 million to acquire and $35 million to promote the film, giving it the strongest opening for a nonmusical documentary in over a decade. Despite mostly negative reviews from critics, the movie earned a 99% audience score on Rotten Tomatoes and an A CinemaScore, indicating strong viewer interest and connection with the subject. The top markets were red-leaning states, and only about 2% of the audience identified as Democrats, suggesting the appeal is tied more to Trump-supporting viewers than to a broad, bipartisan audience.